n )..' ''.•') .'.r "' 



■ 



PUSHING YOUR 

BUSINESS 

By T, D. MacGREGOR, 





Class CLi 

Book ff 
Copyright]^ 



zj^2 



COPYRIGHT DEPOSIT. 



PUSHING YOUR BUSINESS 



A BOOK OF PRACTICAL ADVICE ON ADVERTISING, FOR BANKS, 

TRUST COMPANIES, INVESTMENT BROKERS, REAL 

ESTATE DEALERS, AND ALL INTERESTED 

IN PROMOTING THEIR BUSINESS BY 

JUDICIOUS ADVERTISING 



T. D. MacGREGOR, Ph. B. 

Of THE BANKERS MAGAZINE 



SECOND EDITION, REVISED AND ENLARGED 




1908 

THE BANKERS PUBLISHING CO. 
90 William Street, New York 






A 



LIBRARY of CONGRESS 


Two Copies Received 


DEC 2\ 


1308 


Copyri^'nt 
CLASS CN 


■entry 

XXc. No, 


"L "2-0.1- 

COPY 


4 - J 



Copyright, 1908 
The Bankers Publishing Co. 



Introduction. 

ADVERTISING, once looked upon by some business men as 
an expense^ is now quite generally regarded in its proper 
light — as an investment. 

The primary purpose of most advertising is to increase business. 

Some advertising is done with other objects in view, but in most 
cases now-a-davs every dollar spent in advertising is expected to 
come back, sooner or later, bringing many others with it. 

Advertising is by no means a fixed science. There are no set 
rules the observance of which will insure success to the advertiser. 

Bat experience is a good teacher, and it need not all be your 
own experience. In the past few years there has been a wonderful 
advance in advertising knowledge and progress has been made in 
the facilities for the preparation and distribution of advertising 
matter to such an extent that advertising means much more than it 
did even a decade ago. 

The fundamental principles involved in financial advertising 
do not differ from those of advertising in general. However, there 
are some things in financial publicity that require special emphasis. 
Hence this book. 

All advertising should be confidence inspiring, but. more than 
any other class of advertising, that of financial or investment insti- 
tutions must have this quality. 

When a man turns over his money to the care of another and in 
return gets for the time being nothing more tangible than a promise 
to return it with interest at some future time, lie needs the strongest 
kind of assurance concerning the integrity and business ability of 
the men who make such a proposition to him. 

A good deal has been said about the necessity for dignity in 
financial advertising. It is right, there should be dignity, and the 
chief reason is because that helps to inspire confidi nee. 



At the same time the advertising must not be so dignified that 
it lacks in human interest, persuasiveness and the power of convic- 
tion. In short, the problem is how to combine the right amount of 
dignity with the requisite "pulling power." 

It is to help solve this problem that this book has been written 
and is placed in the hands of those upon whom falls the responsi- 
bility of promoting the business of financial and investment insti- 
tutions by advertising. 

The value of advertising is not to be measured only by the 
direct returns from advertisements. 

Honesty continuous advertising and making good on promises 
helps to create for advertisers good will — an asset of intangible 
but very real value. 

There are many other things that go to create and maintain 
prestige or good will for a business, but the right kind of advertis- 
ing is the principal means to that end. 

While it cannot be measured by the yard stick nor expressed in 
dollars and cents, good will has an acknowledged value. A recent 
court decision placed a valuation of $1,000,000 upon the trademark 
of a certain very large advertiser. A considerable expenditure for 
general advertising, continued over a period of years, gave that 
trademark its great value. 

It will work just the same in your business if you are a per- 
sistent advertiser and everybody connected with your institution 
uses his best efforts to carry out the promises of courteous and con- 
siderate treatment made in the advertising. All employes must 
have a proper conception of the importance of each customer's 
good will and a sincere desire to gain it. 

There is such a thing as the cumulative effect of continuous ad- 
vertising. The first time a person reads your advertisement he 
may not be in a position to act favorably upon the suggestion you 
make. In fact, he may not be ready for months, but if you have 
kept your name before the public and used your advertising space 
to good advantage by filling it with interesting, informing, convinc- 
ing copy, frequently changed, you have held that man's attention 



and when he is prepared to do as you suggest you are very likely to 
get his business. 

There is a secondary advertising of much value that comes to the 
regular and steady advertiser. It arises from the daily talk of the 
community when the name of your institution or company has be- 
come a household word through persistent publicity. When you 
have reached a point where the people take up your advertising and 
voluntarily help to make your business better known, you are for- 
tunate indeed. 

It is the hope of the author that in setting down in this book 
some of the results of wide experience and observation in the field 
of financial advertising from the standpoint of advertiser, agent 
and publisher — he has done something which will prove of lasting 
value to others in this field. 

T. D. MacGregor. 
New York, March, 1908. 



Preface to Second Edition. 

No radical changes have been made in this second edition, but 
the book has been enlarged 37 pages by the addition of new 
matter in several of the chapters. This has been done in view of 
suggestions made by readers of the first edition, who thought that 
the book could be made more helpful if more examples and illus- 
trations were used. The author is gratified at the favorable recep- 
tion accorded the first edition, and takes this opportunity to 
acknowledge the good things that have been said about "Pushing 
Your Business." Thanks are due to all the gentlemen whose ideas 
are quoted herein. In each case proper credit has been given. 

T. D. M. 

New York, November, 1908. 



Contents. 

PAGE 

CHAPTER I. 
The Technical Foundation 1 

CHAPTER II. 
Advertising Mediums IT 

CHAPTER III. 
Booklets and House Organs 29 

CHAPTER IV. 
Advertising a Commercial Bank 42 

CHAPTER V. 
Savings Bank Advertising 62 

CHAPTER VI. 

Trust Company Ad^ ertising 89 

CHAPTER VII. 
Investment Advertising 102 

CHAPTER VIII. 
Real Estate Advertising 118 

CHAPTER IX. 

Effective Business Tetters 110 



CHAPTER I. 

The Technical Foundation. 

A STUDY of "copy" and the actual preparation of advertising 
matter naturally precedes the consideration of the broader 
subject of methods and the complete campaign. 

So we begin with a few suggestions on how to write an adver- 
tisement. 

No matter how large the space or the circulation you pay for or 
how favorable the rates you secure, you are not getting your 
money's worth if the copy (i. e. the text matter of the advertise- 
ment) is weak or defective in any way. 

Copy must do more than fill space. It must "pull/' bring re- 
sults. 

Good copy is not mechanical. It cannot be ground out of a 
hopper. If it could, there would be no need to study the problem 
of salesmanship on paper. You could just buy good copy as easily 
as you can printing. 

Financial advertising copy can not be too strong, concise and 
original. It is not enough for the writer to know the inside facts 
about his particular proposition. 

Indeed, strange as it may seem, you may be too close to your 
own business to realize its strongest advertising points. 

That is the trouble with a good many bankers and other busi- 
ness men when it comes to handling their own advertising. 

They do not see themselves and their business is others see 
them. 

They are so immersed in the inside details of their institution's 
activities that it is hard for them to look at things from the broader 
standpoint of the disinterested outsider. 

It will pay you to cultivate that valuable "outside" attitude, 
the viewpoint of the disinterested man or woman — your prospective 
customer. Don't look at the proposition entirely from your stand- 
point. Put yourself in the other fellow's place. 

Emphasize "you" and "your" in the copy, not "we" and "our." 

Get the "you" habit in your advertising. It is polite, and it is 
good business, too. 

The personal element is one of the most effective factors in 
advertising, but it must be used with good taste. 
1 



2 PUSHING YOUR BUSINESS. 

It is all right to read the advertising matter of others for sug- 
gestions, but do not slavishly adapt ideas and phrases that seem to 
fit your case. It is better to be original. Have initiative. Explore 
your own proposition for new ideas. Then express them brightly 
and with all the literary skill you can command. 

Make your advertising interesting and educating. 

THE ACTUAL PREPARATION. 

As far as the actual preparation of an advertisement is con- 
cerned, no fixed rule can be laid down as to detail of method. 
There are as many different ways of doing it as there are successful 
advertisement writers. 

Probably no two writers go about it in the same way when they 
sit down to prepare an advertisement. But experience has proved 
the wisdom of certain methods and has established some general 
principles. 

Study every phase of your proposition thoroughly. Then set 
down in black and white all the talking points that occur to you. 

Omit no fact or argument that might possibly be used to ad- 
vantage. 

With this list of talking points, you have your material ready. 
The next step is to outline a plan for the particular piece of ad- 
vertising in hand, be it a series of newspaper advertisements, a 
circular or a booklet. 

In a newspaper series the first thing to determine is the size 
of the space to be used. In deciding this point, remember that 
if you have not an appropriation large enough to warrant the con- 
tinuous use of fairly large space, it is better to use a small space 
regularly and frequently than very large space at spasmodic in- 
tervals. 

When it is planned to run a complete series, each individual 
advertisement should, if possible, emphasize a different point, al- 
though it is well sometimes to summarize other points, the theory 
being that there are always some readers who have not seen preced- 
ing advertisements and who may not see later ones. 

In case of a pure type display advertisement, that is, one in 
which no drawing or design cut is used, the next important thing 
is to create a suitable heading for the advertisement. 

There are very few persons who read through the copy of all 
the advertisements, but there are many who see all, or nearly all, 



THE TECHNICAL FOUNDATION. 3 

of the heavy headlines. So the wise thing to do is to state your 
case clearly in the headlines. 

"The meat at the top" is the rule for good headlines just as 
much in an advertisement as in a news article. By constant prac- 
tice the advertisement writer can learn to tell his whole story in the 
headlines and thus get a bigger circulation for his announcement, 
the head at the top and the name of the advertiser at the bottom 
making in themselves a complete advertisement for the benefit of 
the nearsighted and cursory readers of the paper. 

Here are some good headlines for advertisements: 

BOND BARGAINS. 

NOW IS TPIE INVESTOR'S OPPORTUNITY. 
REGULAR INCOMES FROM NEW YORK REAL ESTATE. 
WHEN YOU HAVE SAVED $100 GET A CERTIFICATE OF 
DEPOSIT. 

IT IS EASY, SAFE AND PROFITABLE TO BANK BY MAIL. 

Having chosen a suitable head, you have the subject of your 
advertisement. Pick out the talking point or points you wish to 
develop. Then sit down and write as fast as the ideas come to 
you. Never mind the length, drive your pencil as fast as it will 
go. Get your ideas down before they escape you. 

Give real arguments and reasons, not just bald, unsupported 
statements. Be logical and consistent. 

When you have written yourself out on that particular subject, 
rewrite your composition. 

Cut out all unnecessary words. Condense. Boil it down, but 
not too much. 

Rewrite your advertisement in the shortest, simplest, strongest 
words that come to you. If you have difficulty in choosing words 
have a synonym book at your elbow and use it. 

It is better to use short, easy-reading paragraphs — like these. 

There are several reasons why this wholesale pruning process 
is a good thing. It saves valuable space, makes easy reading and 
permits more effective display. 

ABOUT ILLUSTRATIONS. 

The use of a good illustration may add 50 per cent, to the 
"pulling" power of an advertisement. 



4 PUSHING YOUR BUSINESS. 

In the first place, a good, strong illustration serves as an eye- 
catcher. Then it may present an argument in itself. It can be 
made so striking that it will hammer in a point indelibly and prove 
of more value than the rest of the advertisement. 

For example, a real estate company could embellish its adver- 
tisement of some suburban residence property with such an at- 
tractive view of one of the homes that descriptive words or per- 
suasive argument would be almost unnecessary. 



THE 

KEYSTONE 
NATIONAL 
BANK / 

PITTSBURG / 



Capital SlocK »5QO.OOO 



Surplui »910,OOO 



Good Use of Trademark. 



A savings bank, by using a cut to show a page of a pass book, 
could illustrate graphically how savings grow. 

A good illustration tells its story at a glance, a story intelligible 
to young and old alike, to the educated and the illiterate. It can 
touch the feelings and lead to favorable action in the direction 
suggested — often more quickly than an appeal to reason, because 
most persons, men as well as women, act more upon impulse than 
they do as the result of cold logic. 

There must always be a close connection between the idea 
brought out by the illustration and the thought expressed in the 
copy of the advertisement. Unless this rule is observed, there will 



THE TECHNICAL FOUNDATION. 5 

be waste motion, so to speak, in the advertising. The picture of a 
pretty girl or of a beautiful piece of scenery probably will attract 
passing attention, but unless the illustration is tied up in some 
way with the copy, it will not help the advertisement. On the con- 
trary, it is more likely to injure it by distracting attention from the 
main purpose of the announcement. 

It is not necessary for the advertisement writer to be an artist, 
too, but he should have ideas and be able to sketch them up roughly 
so that an artist can readily see the point and carry it out effect- 
ively. 

The regular use of a trademark cut in advertising is good be- 
cause, besides serving to draw attention to the notice, it identifies 
the advertisement so that even if not always read, an unconscious 
influence is exerted upon the mind of the reading public. It helps 
build up a prestige, a good will, for the advertiser which may be- 
come one of his most valuable assets. 

If you adopt and use continuously a certain distinctive style of 
type "set up" in your advertisements you will get some valuable 
secondary or indirect advertising. By creating a style of your own 
you get more than you pay for because in this way you get the full 
benefit of the cumulative effect of all your preceding publicity. 

The emblems of some banks are so well known that if they 
appeared in the newspapers or the street cars without a word of 
type most of those who saw them would know what they stood for. 
That illustrates the cumulative effect of advertising. 

However, we are not advocating the wisdom of any such course. 
It should be remembered that there is a new generation constantly 
growing up that must be educated in the way it should go and the 
best thing for the advertiser to do it is to keep hammering into the 
minds of the people, not only his name and emblem, but also inter- 
esting facts about his institution and the service it offers the public. 

In short, our advice is — get a good emblem to repre- 
sent you, make it known by advertising and then back up your ad- 
vertising by making good on your promises and by courteous and 
prompt attention to the wants of your customers. 

The accompanying cut shows a new emblem designed and ex- 
ecuted by the Publicity Department of the Bankers Publishing Co. 
for the Hampden Trust Co. of Springfield, Mass. The portrait 
used is that of John Hampden, the sturdy old Parliamentarian of 
the Seventeenth century in England, after whom Hampden County 
and, indirectly, the Hampden Trust Co.. wire named. 



6 PUSHING YOUR BUSINESS. 

The value of an emblem to any financial institution lies in this 
— it provides something concrete around which the popular con- 
ception of the institution can be built. 

An emblem gives continuity and unity to advertising. It helps 
create good will for the business. If it is a good one, it em- 
phasizes, either directly or by subtle inference, some valuable 
feature of the institution or of the service it renders. For ex- 
ample, in this Hampden emblem the portrait of honest John 
Hampden "connotes" that the Hampden Trust Company is likewise 
of strong character and a faithful guardian of the people's inter- 
ests. The Rock of Gibraltar, used as a trade mark by the Pru- 
dential Insurance Co., connotes strength, of course; the dog em- 
blems used by some institutions stand for fidelity, and so on. 




An Emblem that "Connotes" Something. 

Not the least advantage of using a good emblem in adver- 
tising is that the design serves as an eye-catcher, drawing attention 
to an announcement that otherwise might escape the notice of 
many readers. 

HARMONY IN STYLE. 

Do not use several different styles of type in one adveitisement, 
and always remember that there is great strength in simplicity. 

Do not overlook the value of display obtained by the liberal 
use of white space. 

It is always well in sending copy to the printer to make a 
"layout" similar to that shown on page 9- It help the printer 
to carry out accurately the idea you have in your mind and insures 
a better looking advertisement. That is, in case you have studied 



THE TECHNICAL FOUNDATION. 7 

the matter and know something about what you do want. Other- 
wise it is better to leave it to the judgment of the printer. 

Always ask to see proof. Otherwise you may be made to say 
some embarrassing things in your advertisements, and mistakes will 
occur even then, if you are not very careful in reading proof. 

PROOFREADER'S MARKS. 

For your convenience in learning to read proof, the usual proof- 
reading symbols and their meaning are reproduced here. 

$ Delete; take out or expunge. 

A Left out; insert. 

Q Colon. 

ff- A space, or more space, between lines or letters. 

^^ Less space between words or letters. 

~~/ Hyphen. 

r™ Bring a word or words to the beginning of a line; also, make a new 
paragraph 

X* Directs attention to a broken or imperfect type. 

Q Period. 

\J Even spacing. 

D Indent. 

G) Turn a reversed letter. 

I Push down space. 

"****■ No space between words or letters ; close up. 

</ Comma. 

\»/ Apostrophe. 



H 



v 



PUSHING YOUR BUSINESS. 
One-em dash. 



/-£./ Two-em dash. 



Quotation. 

/y Straighten a crooked line or lines. 

| . Directs attention to a quadrat or space which improperly appears. 

[ | Sink or depress a letter, word, or character raised above the proper 
level. 

L_n Carry a word farther to the left or to the right. 

Elevate a letter, word or character, that is sunk below the proper 
n level. 

Shows that a portion of a paragraph projects laterally beyond 
the rest. 

|J Make a new paragraph. 

Put in Italic; also change according to the mark in the margin, as 

from Italic to Roman or from Roman to Italic. 

— Put in small capitals. 

5E Put in capitals. 

Restore or retain words being crossed out, stet being usually 

written in the margin, meaning "Let it stand." 

wf. Wrong font, used when a character is of wrong size or style. 

tr. Transpose. 

I.e. Lower case; that is, put in small or common letters a word that 
has been printed in capitals or small capitals. 

s.caps Put in small capitals. 
qy.or? Query; is this right? 
out sc Words are omitted, or are wanting, see copy. 

These are a few technical points that it would be well for you 
to master if you are planning to conduct your own advertising, and 
the knowledge will not come amiss if you delegate the actual de- 
tails of preparation to somebody else. You are the one that has 
to pay the bills and cannot know too much about what you are pay- 
ing for in promoting your business. 







<r. 







l$EC-/ff TO S/fiVEAtoW 







\sr 



^ 
>* 



Jeti 



ftp *v*)uj (*fr> 



Layout for an Advertisement. 



10 PUSHING YOUR BUSINESS. 

GETTING EXPERT HELP. 

A good advertising agent or an expert advertising writer is 
worth more than he costs you, because he helps you to save and to 
make more money than you would without him. 

To-day there are specialists in the preparation and handling 
of advertising just as there are in every other line. It pays to 
consult and to employ them even if your advertising appropriation 
is a small one. If your business is large enough to warrant it, you 
need an advertising expert of your own. But even in that case, 
the advertising preparation bureau and the agency that places ad- 
vertising will be of the greatest service to you. 

A knowledge of the results of the experience of many other 
financial advertisers on such important matters as copy, mediums 
and methods is placed at your instant command when you employ 
expert service of this kind. 

Banks and investment houses that advertise nationally place 
their business through advertising agents because they are thus 
relieved of all detail work in connection with their publicity and 
pay nothing for the service, as the agent is reimbursed for his 
work by the commissions he receives from the publishers of the 
magazines and other mediums used. 

For the convenience of readers and students not familiar with 
printing, publishing and advertising terminology, we print the fol- 
lowing: 

GLOSSARY OF TERMS COMMONLY USED IN 
ADVERTISING. 

Advertising Agent. — One who handles advertising for another. Some 
agents are just "space brokers," getting their pay entirely in commis- 
sions from publications and those controlling advertising privileges. 
Others have copy and art departments and give their clients service in 
the preparation of advertising matter as well as in the mechanical de- 
tails of an advertising campaign. 

Agate Line. — A line of agate type. It is used as a measure of advertising 
space, fourteen agate lines being allowed to an inch, single column. 

Antique Finish.— -Term used when paper is not calendered. 

Appropriation. — An amount of money set aside for advertising expense. 

Boldface or Blackface Type. — A type having a conspicuous or heavy face, 

like this— Boldface. 
Border. — A rule or design used around an advertisement or plate. 



THE TECHNICAL FOUNDATION. 11 

Break-Line. — The last line of a paragraph if it contains a blank space. 

Calendered Paper. — Paper that has been given a glazed, glossy or wavy- 
appearance by an ironing machine consisting of two or more heated 
cylinders. 

Campaign. — A complete plan of advertising. Also the carrying out of the 
plan in all its details. 

Caps. — Capital letters. 

Caption. — A title, or explanatory paragraph at the beginning of a para- 
graph or article. 

Chase. — A rectangular iron frame in which pages or columns of type or 
other type matter are imposed preparatory to printing, stereotyping 
or electrotyping. 

Checking Up. — Verifying insertions of advertisements before paying bills 
for the advertising. 

Circulation. — The circulation of a publication means the total number of 
copies printed and distributed to readers. The circulation of bill- 
boards, street car advertising, etc., means the number of people who 
see the advertising. 

Closing Date. — The date upon which a periodical locks up its forms prep- 
aratory to going to press. Every publication has a fixed time every 
month, week or day after which it is impossible to accept copy of ad- 
vertisements for that issue. 

Color Work. — Copy printed in more than one color, usually done on a 
color press, and with several impressions. 

Composition. — The setting up of type and arranging it for printing. 

Compositor. — A typesetter. 

Condensed. — "When type is very "lean" it is called condensed. The basis of 
measurement is the length of line all the lower-case letters from a to 
z, inclusive, make when put together. 

Copy. — Manuscript (written or typewritten) or printed matter to be set 
up in type. Or, a photograph, drawing or other article of which a cut 
is to be made. 

Cropping. — Cutting the edges of a negative or photograph so that a plate 
can be made with the desired proportionate reduction from the orig- 
inal copy. 

Cut. — An engraved block or plate. Also the impression from such a plate. 

Design. — The name given to the drawing or "art work" portion of an illus- 
trated advertisement, or of the cover of a booklet. 

Display. — The method used to make an advertisement stand out conspicu- 
ously. It can be done by large type, striking design, liberal use of 
white space or unusual arrangement. 

Display Type.— Large type used for heads or lines in advertisements or 
other parts to be especially emphasized. 



12 PUSHING YOUR BUSINESS. 

Dummy. — A working plan of a book, circular, etc., used to convey an idea 
of the size, form, stock and other particulars. It is used as a basis for 
cost estimates and to show how the completed work will look. 

Electro, Electrotyping. — A duplicated copy of an engraving or type form, 
made by suspending a wax copy in a solution of copper sulphate to- 
gether with a plate of copper. An electric current deposits the copper 
on the impression, which is backed with a stiff metal, trimmed and 
blocked ready for the press; a means of duplicating plates and type 
matter by a combined chemical and electrical process. Electros are 
more durable than some other printing plates. 

E. O. D. — Every other day, meaning that an advertisement is to run alter- 
nate days in a daily paper. 

E. O. W. — A mark meaning that an advertisement is to run every other 
week in a weekly publication. 

Em. — The portion of a line formerly occupied by the letter m, then a square 
type, used as a unit by which to measure the amount of printed matter 
on a page; the square of the body of a type. 

Enameled Paper. — This is produced by a coating of glue and China clay, 

which fills up the pores of the paper. 
Etching. — Producing designs or figures on a metal plate by means of lines 

eaten in or corroded by means of a strong acid. 
Extended. — "When type is very "fat," as in display type, it is said to be 

extended. See "Condensed" above. 
Face. — The style or cut of a type or font of type. The printing surface. 

Folio. — The page number at the top or bottom of a page, even number 

always on the left, odd on the right hand side. 
Follow Up. — Personal and form letters, circulars, mailing cards, personal 

visits, and, in short, the whole system by which inquiries are turned 

into orders, inquirers into customers. A very important part of modern 

advertising. 
Font. — A complete assortment of printing type of one size, including a 

due proportion of all the letters in the alphabet, large and small, 

points, accents, and whatever else is necessary for printing with that 

variety of types. 
Form. — The type or other matter from which an impression is to be taken, 

arranged and secured in a chase, ready for printing. 

Forms Close. — See "Closing Date." 

Form Letter. — A letter prepared in advance and kept in stock to be sent 
to inquirers or as part of a follow-up system. They are usually type- 
written or printed in imitation of typewritten letters, space being left 
at the top to fill in the date and the address with the same color of ink 
as the body of the letter. 

Galley. — A flat, oblong tray, usually of brass, flanged on one or both 
sides and at one end, for holding composed type. 

Galley Proof. — Proof of type matter as it stands in galley form. 



THE TECHNICAL FOUNDATION. 13 

Halftone. — A copper plate upon which is reproduced any photograph, 
wash drawing, or steel engraving, which is to be printed on paper. It 
is made by obtaining, through a ruled glass screen, a negative which is 
then printed on the plate and etched to a suitable depth for printing. 
Halftones can be reproduced from wash or color drawings, oil paint- 
ings, and photographs. Solio or other brown photographs will give the 
best result. The finer the screen of a halftone, the cleaner the detail. 
Sixty-four screen is the proper mesli for newspaper printing. About 
133 screen will give the best result on calendered paper. One hundred 
and fifty can be used on coated paper. (See "Screen.") 

Holdover. — Matter and copy held out of one issue of a publication for use 
in a later one. 

Impressiost. — The imprint made by the pressure of the type or plate on the 
paper. 

Imprint. — The name or other mark of the printer to identify anything 
printed by him. 

Inquiry. — A request for further information concerning something adver- 
tised. It is the task of the advertiser to turn inquiries into orders or 
business. 

Insertions. — Means the number of times an advertisement appears in a 
publication. For example, "three insertions a week" means that the 
advertisement appears three times during the week. 

Justify. — To make lines of type even by proper spacing. 

Key. — A means of telling how an advertisement or a medium pays the ad- 
vertiser. Usually it is something in the address which differs in the 
various mediums used. For example: "Dept. A;" "Dept. B;" "Desk 
5;" "Suite 105;" or "Send for booklet A," etc. A careful record of 
inquiries and sales or customers secured from each advertisement is 
kept by a great many advertisers. It is a wise thing to do, as it en- 
ables the advertiser to spend his advertising appropriation intelligently. 

Kill. — To eliminate copy or type-matter set up. 

Layout. — An accurately drawn outline marked so that the printer may 
know exactly how to set up an advertisement, circular, etc. On it are 
indicated the exact space, the size of type, position of cuts and other 
information to enable the printer to carry out the ideas of the ad- 
vertiser. (See illustration in this chapter.) 

L. C. — Lower case, i. e., small letters. 

Lead. — A thin strip of type metal, less than type-high, used to separate 
lines of type in printing. 

Leaded. — Matter with proper leads dividing it for printing. Double 
leaded matter is more likely to attract attention than single leaded. 

Legend. — A title, or explanatory paragraph placed under a cut is a legend. 

Line Cut. — An engraving plate in which the effects are produced by lines 
of different widtli and closeness, cut upon copper, zinc or similar ma- 
terial. 



14 PUSHING YOUR BUSINESS. 

Live Matter.— Any type matter kept standing for future use. 

Linotype. — A type setting machine, operated as a typewriter, which casts 
the words in lines from the molten type-metal. 

Make Ready. — After the type matter and cuts are locked into the form, 
printing cannot be started until the form is "made ready" for the 
press. That is, if a cut is too high it must be lowered. If it is too 
low it must be raised. If a "quad" or a "slug" sticks up it must be 
hammered down. Everything to be printed must be "type-high," so 
that the form will print evenly. Some of the processes are "under- 
laying," "overlaying" and "cutting out." 

Mat, Matrix. — See "Stereotype Plate." 

Matter. — Written manuscript or anything to be set in type; copy; also 
type set up and ready to be used, or which has been used in printing. 

Medium. — Any vehicle of advertising, as a magazine, newspaper, street car, 
billboard, calendar, novelty, etc. 

Monotype. — A typesetting machine which sets each individual type sepa- 
rately and not by lines as on a linotype. 

Mortise. — A portion of an engraved plate cut out so that type matter or 
another plate may be inserted. 

Overrun. — To change the arrangement of composed type by driving words 
into another line, or lines into another column or page. Done to 
fill gaps caused by the cutting out of matter, or on account of the 
insertion of more matter. 

Pi. — Type matter accidentally disarranged so that it cannot be used until 
assorted and reset. 

Pica. — See "Point." 

Pickup. — Standing type matter to be used again with new matter. 

Plate. — A piece of metal upon which anything is engraved for the pur- 
poses of printing. Also the impression from it. 

Point, the Point System. — The size of type is now measured by the point 
system based on the pica body, which is divided into twelfths, which 
are termed points. Type founders now cast type of a uniform size and 
height. Seventy-two points or six picas make one inch. This matter is 
set in eight point. 

Preferred Position. — A location of an advertisement in a magazine or 
newspaper which gives it the advantage in getting the attention of 
readers. Usually a higher rate is charged for such position. 

Press. — A machine which makes impressions of type matter and plates 
upon a printing surface. The smallest presses are operated by hand. 
A cylinder press is one in which the impression is produced by a re- 
volving cylinder under which the form passes. Sometimes the stereotype 
plates are curved around a cylinder, instead of resting on a flat bed. 
All fast printing is done on cylinder presses. 

Proof. — A trial impression from type or plate taken for correction or ex- 
amination. 



THE TECHNICAL FOUNDATION. 15 

Proof-reader. — One >vho reads proof and makes corrections thereon. 

Pull. — A term used in speaking of the results obtained from an advertise- 
ment, as "The ad. pulled well." 

Pure Reading Matter. — News or general articles in a newspaper or mag- 
azine. Position for an advertisement next to pure reading matter is 
desirable because in that location the announcement is more likely to 
be seen and read. 

Quads. — Pieces of type-metal lower than the letters, used to fill out blank 
lines. 

Quoin. — A metal wedge used to lock up a form within a chase. 

Rate Card. — A printed list of prices for advertising space, with informa- 
tion as to discounts, special positions, etc. 

Reading Notice. — An advertisement set so that it looks like a news or gen- 
eral article. The charge for such notices is higher than for the same 
space in display type. 

Ream. — There are 500 sheets of paper to a ream, but the size of the sheet 
and the weight of a ream differ according to the kind of paper. 

Register. — The correspondence or adjustment of the several impressions in 
a design which is printed in parts, especially in multi-color work. 

Revise. — To compare (a proof) with a previous proof of the same matter, 
and mark again such errors as have not been corrected in the type. 

Rout, Rout Out. — To make alterations on an engraved plate by gouging 
with a sharp tool. 

Rule. — A thin plate of metal (usually brass) of the same height as the 
type, used for printing lines, as between columns, for borders, or in 
tabular work. 

Run In. — To omit paragraphs or break-lines to save space. 

Screen. — In making halftones a ruled glass screen is interposed between 
the copy and the camera, producing a negative of dots made by the 
crossed lines, which gives the desired tone and shading to the illustra- 
tion. For use in newspapers a coarse screen (about 60-line) is best. 
For a better grade of paper, as in a magazine, 110 or 120-line screen 
should be used. On highly enameled paper a still finer screen is de- 
sirable. (See "Halftone.") 

Selling Force. — The strength of copy — its ability to induce action in the 
desired direction on the part of readers. 

Set Up. — To compose; to arrange type in words, lines, etc. 

Signature. — A letter or figure placed at the bottom of the first page of 
each sheet of a book or pamphlet as a direction to the binder in 
arranging and folding the sheets. Also the printed sheet so marked, 
or the form from which it is printed. 

Sizing. — A vegetable, resinous substance mixed in with the wood pulp from 
which paper is made to render the paper suitable to take ink properly. 



16 PUSHING YOUR BUSINESS. 

Slugs. — Very thick leads used to blank out for white space. 

Stereotype Plate. — Made by setting movable type as for ordinary print- 
ing; from these a cast is taken in paper pulp, or the like, and upon 
this cast melted type metal is poured, which,, when hardened, makes a 
solid page or column, from which the impression is taken as from type. 
The mold is made by beating or pressing paper mache into a form and 
drying it quickly. The paper form is called a mat. 

Stick. — An instrument of metal which the typesetter holds in his left hand 
in which to arrange the type in words and lines. It has one open side 
and one adjustable end. The term is sometimes used as a measure of 
space. A "stick" of matter means about as much in length as the av- 
erage newspaper column is wide. 

Stone. — A stand or table with a smooth, flat top of stone, commonly mar- 
ble, on which to arrange the pages of a book, newspaper, etc., before 
printing. 

Take. — The quantity of copy taken at one time by a compositor. 

Talking Points. — Features of a proposition that make good arguments to 
use in copy advertising it. 

T. F. — Till forbid, meaning run the advertisement until a cancellation order 
is received. 

Type. — A raised letter, figure, or other character cast in metal or cut in 
wood, used in printing. 

Type-High. — The standard height of type is .918 inches. Anything of 
that height is therefore, "type-high." 

Type-Page. — This means the exact dimensions of the printed part of a 
page. It is uniform throughout a book. 

Typography. — Means the general makeup and appearance of a piece of ad- 
vertising looked at from a printing standpoint. 

Vignette. — An engraving or photograph with a border insensibly fading 
away. 

Zinc Plate. — Made from a negative taken from pen and ink drawing, type 
matter, etc., by a direct process. The negative is reproduced on a zinc 
plate and etched to a proper printing depth. 



CHAPTER II. 

Advertising Mediums. 

THERE are points in favor of most advertising mediums, but 
some are of a great deal more value than others. It is for 
each advertiser to decide for himself what medium or 
mediums are best suited for his proposition. The experience of 
other advertisers in similar lines ought to be a good guide. 

There is a great deal to be said for the daily newspaper as an 
advertising medium. It goes everywhere. Everybody reads it. 
Every day it comes entirely fresh and new. The advertiser in it 
makes his message fresh and new daily, too. The newspaper, it 
is true, is ephemeral, short lived, as far as a single edition is con- 
cerned, but it makes up in the frequency of its appearance what it 
lacks in the permanency of the individual copy. Considerably 
more than half of an advertising appropriation for any financial 
institution or investment house can be safely expended in the news- 
papers. 

As to the relative value of the morning or afternoon paper, that 
again depends upon your proposition. If you are advertising an 
investment involving quite a large amount, or if you are calling 
attention to the facilities of your bank or trust company in the 
handling of commercial accounts or the administration of estates, 
probably the morning paper would be the best, because it is read 
largely by the business man on the way to work and at the office. 

The evening paper goes into the homes and is read by the 
women as well as the men. Conditions differ in different cities, 
but this is the general rule. The big department stores, than 
which there are no shrewder advertisers, quite generally favor the 
evening papers. 

APPEALING TO WOMEN. 

Therefore, if you are advertising the advantages of thrift and a 
savings account, or if you are exploiting the merits of s certain 
residence property for the home-seeker, you will doubtless get the 
best results from the evening newspapers. 

Women do the greater part of the buying in this country, and 
nine times out of ten, they have the deciding vote in fche choice of 
a home site and are the power behind the throne when it comes to 
2 



18 



PUSHING YOUR BUSINESS. 



domestic economy. So if you are wise you will always bear the 
women in mind not only in preparing your copy, but also in choos- 
ing your medium. 




Vjlln ''" «°Lc°k' '""i'nf ,"''"''• * 



"Prudent Men Seek for Thrifty Women." 

Of course, circulation is the touchstone by which all mediums 
must be tested. In every city there is one paper that unquestion- 
ably leads every other one in circulation. Usually it is the one 
that carries the greatest amount of classified or "want ads." 



ADVERTISING MEDIUMS. 19 

But there is a "quality" as well as a "quantity" circulation which 
must be considered. For some kinds of advertising 5,000 of a high 
class circulation is worth 20,000 of a poorer class. For example, 
there is no doubt at all that a man who had a $50,000 house to sell 
would get better results from advertising in a medium which ap- 
pealed exclusively to men of wealth than he would if he placed 
his announcement in a cheap publication of large, but low class 
circulation. 

There is an eternal fitness in things in advertising as well as 
elsewhere, and there is always room and need for the exercise of 
sound judgment. A whiskey ad in a church paper or a Scriptural 
concordance advertisement in a sporting publication, are no more 
out of place than the kind of announcement just referred to when 
published in a medium, the readers of which could not possibly, by 
any stretch of imagination, be interested in the proposition. 

"QUANTITY" AND "QUALITY" CIRCULATION. 

It should be remembered, however, that when the circulation of 
a publication becomes very large it must of necessity reach far 
beyond the confines of any one class in the community, so that a 
very large circulation can always be depended upon to bring good 
results from the right kind of advertising of almost anything. 

The Sunday newspaper as an advertising medium combines to a 
certain extent the advantages of both the morning and evening 
week-day papers. It is read in the home. There is no question 
about that. 

It is read by both the men and the women, but unfortunately 
the class of financial advertising admitted to the columns of the 
Sunday newspaper has not always been in the highest degree 
trustworthy. It has harbored too many fake and fraudulent 
schemes of one kind and another. 

"Evil communications corrupt good manners." As a consequence 
some of the more conservative of financial advertisers prefer to 
eschew the company of the "get-rich-quick" gentry and remain out 
of the Sunday papers entirely. It can be said, however, that in 
most cases the advertising on the financial and stock market pages 
has been kept of a strictly high grade and dependable character. 

Arthur Brisbane, the famous editor of William R. Hearst's 
publications, has the following to say about newspaper advertising: 

"I may be prejudiced, but I believe that the daily newspaper is the 
one most important , engine in the hands of the intelligent advertiser. A 



20 



PUSHING YOUR BUSINESS. 



good saying to bear in mind is this: "Repetition is Reputation." Only 
the daily newspaper can give the constant repetition that wears away 
forget fulness and forces attention. To say a thing every day is, of course, 
the quickest, surest path to permanent remembrance. The magazines and 
the weeklies, however, while second in value, in my opinion, can do what 
the daily newspaper can not do; their mechanical perfection enables them 
to give a presentation which is most pleasing and gratifying to the am- 
bitious manufacturer, and convincing to the average reader." 

The general magazines are splendid mediums for the advertis- 
ing of "Banking By Mail" institutions and high grade investment 
propositions — bonds, stock or real estate. 

CHART 

SHOWING ESTIMATED PURCHASING POWER OF THE READERS OF 
THE STANDARD MAGAZINES. 



Automobiles 

Pianos 

Luxuries 

BEST 
MARKET FOR 

NATIONAL, 
ADVERTISER 

Necessities 



- MAGAZINE READERS 



Nearly all families with an in- 
come of $1800 and upward are 
magazine readers and a large 
per cent, of those having from 
$900 to $1800. Below $900 tin, 
number rapidly decreases and 
below $600 few read any- 
*— 1 thing but the news- 

papers or mail- 
order press. 




Over $6000 
$3000 to $6000 
$1800 to $3000 



$900 to $1800 



$600 to $900 



$400 to $600 



Under $400 



Paupers and 
Wards of the 

State 



NOTE. — The horizontal lines, showing relative number of families hav- 
ing various incomes, from $400 up, are based on the best available estimates 
of statisticians. The vertical lines or "steps," showing proportion of maga- 
zine readers in each division, are based on recent tax assessors' reports 
and other circulation analyses made by different magazine publishers. While 
estimated, the figures are the result of careful research and the chart is 
not to be regarded as fanciful, but as a practical exposition of existing con- 
ditions, and as such, of considerable value in showing the enormous pur- 
chasing power of standard magazine circulation. 

Courtesy of R. C.Wilson, Advertising Manager " The American Magazine,'''' New York, 



ADVERTISING MEDIUMS. 21 



ABOUT MAGAZINES. 



These magazines have very large circulations, some of them in 
excess of half a million monthly. The class of readers is good., 
too, although the "quality" of the circulation differs according to 
the character and price of the publication. 

A few years ago the best magazines began a "house- cleaning" 
of their advertising pages, as a result of which nothing but reput- 
able and entirely trustworthy financial and investment advertise- 
ments are admitted. This insures good company to all advertisers 
and adds a great deal to the value of the advertisement, because it 
is quite generally known that the mere fact that an advertisement 
appears in such magazines is prima facie evidence that it is worthy 
of confidence. In a measure the publisher becomes sponsor for his 
advertisers. 

One of the strongest advocates of the magazine as an advertis- 
ing medium is Mr. Robert Frothingham, Advertising Manager of 
"Everybody's Magazine." In response to the author's request he 
gives the following points: 

MR. FROTHINGHAM'S IDEAS. 

The literary quality of the standard magazines is steadily im- 
proving. Lower prices make it easy for people to read several 
magazines regularly where formerly they read only one. As a 
result, the circulation of magazines has increased enormously in 
the past few years. 

The large volume of advertising carried by the magazines and 
the extensive space used by the big national advertisers is the best 
kind of proof of the value of magazine publicity. 

The best magazines every year decline hundreds of thousands 
of dollars' worth of advertising business because it is not up to 
their standard. The magazines are independent, progressive, and 
have a high moral and intellectual tone, which makes them of 
permanent interest in thousands of the best homes in the land — 
those with purchasing and investing power. 

The magazine reaches the business man in his leisure hours. It 
appeals with special force to the women in the home and they 
are the great buyers. 

The magazine is a national medium. So that the wide distri- 
bution of its circulation and its permanency — its life is from one 
month to several years — gives it immense advantages over other 
forms of advertising. 



22 PUSHING YOUR BUSINESS. 

In an article in "Profitable Advertising/' Mr. Frothingham said: 

It is generally conceded today that no class of publications so directly 
reaches the homes of influence and purchasing power as the magazines. 
Originally designed principally for purposes of entertainment, they have in 
these latter days verily become the molders of public opinion. They go 
into the home by invitation and possess remarkable length o f life. They 
are of interest not only to every adult member of the family, all of whom 
are naturally concerned in the beautifying and improving of the home, but 
they become, as it were, familiar landmarks to the children who grow up in 
the appreciation of good magazine literature. 

Mr. Herbert S. Houston, one of the publishers of the "World's 
Work" magazine, New York, is a strong advocate of forceful and 
informative financial advertising, and is naturally very strongly in 
favor of magazine advertising for investment houses. Talking to 
bankers through "The Bankers Magazine," he said: 

The great buying unit of the modern world is the home. It is true, 
whether you have bonds to sell or books. As investment bankers you would 
rather reach the home builder, the conservative, substantial citizen, than 
the man who supports the pool room and the bucket shop. The latter 
wants Tonopah and Cobalt, not the sound investment security. The man 
who wants the safe bond as a part of his estate with a fixed value is the 
man of the home. 

That man, and there are over five millions of him, working, earning, 
saving, you will never be able to reach effectively until you reach him 
through the magazine. And, of course, it is an economic necessity that you 
do reach him. Otherwise, how can you find a market for these multiplying 
new securities, bonds piled on bonds, short-time notes and all the rest? 
You must have that millenium of which you dream and talk — a broad mar- 
ket. And that broad market doesn't read the financial page of the daily 
paper; instead, it gets light and leading from the magazine. You are not 
asked to offer your bonds in competition with the shrieking speculator who 
cries his fifty per cent. You will have to look to the daily paper for him, 
for, as far as the magazines are concerned, he is already cast into dark- 
ness. 

REAL ADVERTISING. 

And because you will not have this competition to face when you come 
to the magazine, you will come at last to do real advertising. For, really, 
many bankers' cards have been the most elementary types of advertising. 
You have said it was not dignified to print an advertisement that really 
told something. And when an oil gusher was spouting in the next column, 
it wasn't dignified — you maintained a discreet silence, quietly handing the 
reader a card bearing your address. And any respecting business man 
would have done the same. But who among you would say for a moment 
that the advertising in the magazines of Spencer Trask & Company, N. W. 
Halsey & Company, Fisk & Robinson and others is lacking in dignity, be- 
cause it is informing, direct, forceful, actually telling the things about an 
investment that an investor wants to know? 



ADVERTISING MEDIUMS. 23 

There is a class of publications known as trade papers or clas3 
magazines. These publications are especially good to nse in ap- 
pealing to a particular class. For instance, the bank or investment 
house that wishes to put its facilities at the command of banks 
throughout the country will naturally advertise in barking and 
financial publications. 

STREET CARS. 

As to street car advertising there is no better authority than 
Mr. Thomas Balmer, Advertising Director of the Street Railways 
Advertising Company, which controls the greater part of the street 
car advertising in the United States, Canada and Mexico. He is 
very much interested in bringing about better advertising among 
banks. He wrote to the author in response to a request for a state- 
ment of the arguments in favor of street car advertising. We re- 
produce this letter in full for three reasons: Mr. Balmer is one of 
Ihe "top notch" advertising men in the country; his ideas will be 
of interest and value to the readers of this book, and we agree with 
his arguments in favor of the street cars as part of the advertising 
campaigns of banks and investment houses. 

Flat Iron Bldg., New York, January 17, 1908. 
Editor Banking Publicity Department, "Bankers Magazine," New York. 

Dear Sir: — 

On page 935 of the December, 1907, issue of "The Bankers Magazine," 
the booklet of the Central Savings Bank, Detroit, Mich., entitled "The 
Secret of Saving Money," received criticism at your hands. In connection 
with that criticism you say "The object of this booklet is not only to create 
a desire to save but to lead people who have that desire to consider the 
advantages of this particular bank as a depository for their funds," and 
then you go on and say, as if this question was wholly an advertising ques- 
tion, that the order in advertising is; first, to attract attention; second, 
to hold interest; third, to convince, and fourth, to get readers to act 
promptly and favorably. 

It is astonishing how nearly you come to enunciating a formula that 
has been put forth as the one most applicable to street car advertising — 
"The best advertising medium is the one that reaches most often, at least 
cost, the most people who can buy your goods." 

Let us see how this agrees with your formula "Attract attention." 

Of course you agree that to attract the attention of people who could 
not buy your goods would not be profitable advertising. Everybody ought 
to have a banking account or a savings bank account, therefore every fam- 
ily should be taught, through advertising the benefits of having such an 
account. Now by what means can you reach every family in a town as 
efficiently as you can through street' cars? One member— more than one 
member— of every family in any city rides once a day, on the average, in 
the street cars of that city. I do not mean to say that that averages th«" 



24 PUSHING YOUR BUSINESS, 

number of people. I really mean that one person in every family in almost 
every large city has to and does use the street cars every day. Therefore, 
in a month one person or more for every family knows what is advertised 
in the cars. I say "knows" because there are no more universally known 
advertisements than those appearing in the cars. T have all the evidence 
to sustain this statement, but I won't give it here, so that where, then, can 
you attract as much attention from all people by any advertising as you 
can in the street cars? I don't know; do you? 

HOLDING INTEREST. 

"Holds interest": That is a very vital point. The procrastination that 
influences the lives of so many people will often prevent them from taking 
action on an idea or thought or intention they have in their minds. You 
say to them in a newspaper advertisement or a magazine advertisement 
appearing once a month "Savings banks accounts are good things. You 
ought to have one." They say, "I agree with you." They dismiss the sub- 
ject; you go your way; the magazine goes its way, isn't seen again for a 
month, — the newspaper may be seen again, but the street car must be seen 
again, and if the advertising is properly done, probably the next card they 
see is another reason why they should keep a savings bank account, so that 
their attention is held until at last they are convinced that no one can 
afford to spend the time and space and money to do the convincing that 
you can get out of street car advertising because almost any other form 
of persistent repetitive publicity on any big scale would render almost any 
advertising investment for such a purpose impossible because of its cost. 

I do not deal with the third question except incidentally. "Copy" must 
be convincing. The old street car form used to be run a card, change it 
at the end of a month (perhaps — most often not). The present form is, 
in towns of any ordinary size, 100,000 and over, to run from four to six 
different texts simultaneously scattered through all the cars equally, and 
change these texts every month. If you will just stop to think, do you 
realize what an immense opportunity this gives you to create a desire to 
save and when that desire becomes gratifiable to go to your particular bank 
to deposit the funds? You can tell in these texts all the different reasons 
why people should save money and you can deal in some of the texts with 
all the different reasons why people should put their money in your bank. 

Fourthly: "Get readers to act promptly and favorably." That's the 
gist of the whole matter. To create business for somebody else would not 
be profitable to you, although there is always somebody else "scabbing" 
off good advertising. The advertising of any product whatever has an 
overflow value to all manufacturers of similar products. That can not be 
helped, but it is not a reason for not advertising, because I never knew 
anyone yet advertising who did not receive the major part of the value 
from the advertising, but such a small part went astray that it did not and 
never could have interfered with his success. 

GETTING FAVORABLE ACTION. 

Now then, "Get readers to act favorably": It is sometimes enough to 
be the only advertiser who is telling the story at all. Businesses, like 



ADVERTISING MEDIUMS. 25 

persons, have individualities. They must be brought out. Comparatively 
few people are qualified to write advertising about their own business. 
They no more are able to describe their own business accurately than 
they are able to describe themselves accurately. It requires an outside man 
who looks on to be able to see and tell the truth, and then the hand that 
knows how to wield the facile pen — that has language running in ink marks 
from its tips — is able to do far better for you in telling the story to con- 
vince people so that they will act promptly. 

Now let us, if you will, examine the cost. A 21-line advertisement 
maintained every day in a newspaper to reach any given number of readers 
is all you can get to offset in cost the space on a street car card, 11x21 
inches, to reach the same number of readers. Another thing, it costs less 
than one-half cent per annum to reach every individual in a community 
by the maintenance of the street car card in every car in the city for twelve 
months. Put it another way; you reach every family in the community for 
about two and one-half cents per annum by keeping one card in all the 
cars in that town constantly for twelve months. It ought to be sure that 
every family of a town ought to be able to do enough banking or savings 
bank business to warrant any bank to spend that amount of money to 
reach each family in the community for twelve months by constant ad- 
vertising. 

We have ample testimony given by the banks themselves in support 
of our contention that street car advertising properly done is a profitable 
investment. I would like to tell the story of the respected president of a 
three-quarter of a million dollar trust company who told me when I had 
almost secured his order, in discussing the question of copy, that he would 
write his own copy. I told him that if he insisted on that I would have to 
accept his order for street car advertising subject to my approval of his 
copy. He said, "Why?" "Because," I said, "you would accept my account 
with you subject to your approval of the terms upon which I want to do 
business with you, and I would have to do the same, because I don't know 
a thing about banking and would have to recognize you as an authority, 
and you don't know a thing about advertising and you have to recognize 
rne as an authority." 

At the Bankers' Convention held in Cleveland some three years ago at 
which the subject of bank advertising was discussed, I was accorded the 
honor of being one of the speakers to address the Convention. I cited 
there the story of the Commercial & Farmers' National Bank, of Balti- 
more, which is best told in the words of the President of the institution, 
Mr. W. A. Mason: 

A CONCRETE CASE. 

"The persistent advertising which has been conducted by this bank 
was something of an innovation to Baltimore, but conducted as it was on 
a clean-cut basis, attended with prudence and conservatism, it was destined 
to win, did win, and results speak for themselves. 

"The advertising in the street cars has been only a part of our general 
publicity plan and it is very difficult, as you know, to trace direct results 
from any particular source of advertising; however, I can say that in our 
case advertising has been the wand which brought most adverse, disgruntled 
public opinion around to a pleasing degree of confidence, that has been 



26 



PUSHING YOUR BUSINESS. 



responsible for an increase in deposits of fully $3,000,000 in fifteen months. 
Of course, advertising alone was not responsible for. such gratifying re- 
sults, but it paved the way and made such results possible as nothing else 
could have done. 

"We think very well of the cars as a medium through which to reach 
the people, particularly the wage-earners and patrons of more moderate 
means. I am satisfied that the advertising we have done in the street cars 
of Baltimore has added, I will say, at least 900 new accounts, that will 
perhaps aggregate $800,000, and ali within the past twelve months. I con- 
sider this $800,000 of deposits, as a source of revenue, worth $25,000 a year 
to this bank." 



— Psychology of Saving — 

"Psychology" is a big word and it 
stands for a big thing, but the "psy- 
chology of saving'' is a simple matter. 

It means just this — besides the actual 
amount of money you accumulate by 
systematic saving, you get very valu- 
able mental effects. 

The mind has a great influence over 
the body. Saving makes you think 
success thoughts. It creates in you a 
desire to get ahead, and desire is the 
first step toward attainment. 

Saving frees you from worry about 
the present, and from anxiety for the 
future. 

Therefore, the psychological effect of 
saving is that you are enabled to give 
your whole attention and best efforts 
to your work. 

In short, when you save regularly you 
can do better work and more of it. 

This strong national bank encourages 
your thrift by paying 3 per cent, com- 
pound interest on your savings. 

THE QUINCY NATIONAL BANK 

Fourth and Hampshire Streets 



— Opportunity Insurance — 

Many a man has lost good business 
opportunities by not being prepared 
financially to grasp them. 

In an Eastern city a skilled machin- 
ist, 50 years old, who had always 
earned a good salai*y> sold a valuable 
invention for a small amount because 
he had not saved any money and had 
not capital to float it. He said that if 
he had even a small amount of capital, 
he could have made a fortune out of 
the device. 

Now past middle life, he must keep 
on working, when he might have re- 
tired in comfort. 

Insure your opportunities by means 
of a savings bank account. In this kind 
of insurance you are paid dividends in- 
stead of having to pay premiums. 

At this $1,200,000 bank your divi- 
dends come in the form of 3 per cent, 
semi-annually compounded interest. 

THE QUINCY NATIONAL BANK 

Fourth and Hampshire Streets 



Part of a Newspaper Series Prepared for this Bank by the Author. 



We have some banking experiences that we are not permitted to dis- 
close, and certainly not in any letter or printed form, because they might 
fall into the hands of other banks in large towns who might be induced 
to take up bank advertising based upon the experience of others instead 
of using their own judgment, which, by the way, seems to be in advertising 
a very uncertain quantity to rely on with bankers and naturally they 
do not know anything about advertising for themselves, but it has always 
astounded me that that same bank that knows nothing of advertising for 
itself never seems to have had curiosity enough to know why it is that some 



ADVERTISING MEDIUMS. 



27 



of their clients who are doing much advertising, increasing their bank ac- 
count with them — and they know it— have never had curiosity enough, I 
say, to find out what advertising it is, how it does it, and whether it would 
suit them. But the banks arc waking up, and they are not only waking 
up to what advertising will do, but what street cars in particular will do 
to bring them business. Let us make an illustration of one town with 
which I am thoroughly familiar, having lived there over twenty years, — 
Chicago. 

A CHICAGO ILLUSTRATION. 

Chicago surface cars carried last year an average of over 1,7.50.000 
registered fares and transfers per day. That would mean, at a moderate 
computation, over 900,000 different people used the street cars every day. 
As there are only about .560,000 homes in Chicago, it is apparent that 
almost two persons, on the average, ride from each home every day. The 
cost of advertising in Chicago is §966 per month, which brings the cost for 
each day to $32. Figure this out and you will see that 32 divided into 
900,000 is approximately 30,000 people reached for each dollar spent. Now 
figure for yourself where you can spend a dollar to reach any number of 
people, and how many can you reach for that money? Why, there's nothing 
m the world as cheap as that to enable an advertiser to keep constantly 
at it, to bring the success that most people get when they keep constantly 
at anything, even when it is badly done, and how much more when it is 
well done. Very truly vours. 

T. BALMER, 
Advertising Director, Street Railways Advertising Company. 

BILLBOARDS. 

Quite a number of successful banks and real estate companies 
are now using billboards in their advertisings with good results. 
One strong point in favor of outdoor publicity is that it is seen by 
people when their minds are open for such impressions. 




Bank. Billboard Advertising in Piitsburn. 



28 



PUSHING YOUR BUSINESS. 



The location of the billboards is the all-important thing. Along 
the principal street car line, near a ball ground, at a railroad sta- 
tion or at a transfer point — all of these are good locations for bill- 
boards. In cities where there are elevated railroads and subways, 
as in New York, the advertising spaces at the stations nre valuable. 
The suburban stations on the Pennsylvania and the Reading rail- 
roads near Philadelphia provide good advertising vantage points. 
In St. Louis and Pittsburgh, among other cities, banks, especially 
savings banks, use large painted billboard signs. So do some New 
York institutions, notably the Flatbush Trust Company. 




Another Pittsburgh Billboard. 



Real estate companies everywhere are large users of outdoor 
display advertising, and logically so, as their signs are usually right 
on the property offered for sale. 

Among other mediums of advertising may be mentioned calen- 
dars, novelties, circulars, booklets and form letters. These will be 
considered in later chapters in connection with particular advertis- 
ing plans. 



CHAPTER III. 

Booklets and House Organs. 

MANY a well written booklet advertising a bank; trust com- 
pany, real estate proposition or other financial or invest- 
ment project is born to blush unseen in the wnste-basket 
because its typographical form and general make-up are not good 
enough to save it from that fate. 

To get read is the first duty of your advertising matter. If it 
fails there, it were just as well not written at all. 

The first thing, therefore, is to plan your booklet so that it will 
be attractive in appearance. Naturally, the title and the cover 
should get the earliest attention. 

Make them interest-exciting. The title does not need to tell 
exactly what the booklet is about. A little mystery is not out of 
place if it excites curiosity and induces people to read the message 
within the covers of your book. 

CHOOSING A TITLE. 

But a plain statement of the subject of the booklet is better 
than the old practice of printing on the cover nothing but the name 
of the institution in whose behalf the booklet is written. 

Following are good examples of bank booklet titles: 

A Bank for All People. 

The Storv of Banking By Mail. 

A Safe Place. 

Happy Children. 

Bank Accounts. 

Why National Banks Are Best. 

Banking- Hints to Customers. 

The Life Story of a Bank. 

Funds for Travelers. 

The People's Interest. 

One Million Dollars. 

Bond or Mortgage, Which? 

Choosing a Bank. 

Men of Ripe Experience. 

Just Think It Over. 

The Service Rendered by a Trust Company. 

How Savings Grow. 



30 PUSHING YOUR BUSINESS. 

How to Keep a Trust Company Account. 
Management and Distribution of Estates. 
The Story of a Successful Bank. 

Good titles for real estate booklets are: 

How Money Grows. 
Facts About Greater Boston. 
Forty-five Minutes from Broadway. 
Investors Their Own Bankers. 
This Should Appeal to You. 
Money and Its Investment. 
The Fairyland of Long Island. 
A Profitable Investment. 
Beautiful Suburban Home Sites. 
How to Invest Profitably. 
Transportation. 
Be Your Own Landlord. 

Some Facts About New York City Real Estate. 
Swept by Ocean Breezes. 
The Place of Beautiful Homes. 
A Great Manufacturing Center. 
Truth That is Stranger Than Fiction. 
Manhattan, an Island Outgrown. 

Why Long Beach Must Become the World's Greatest Shore Resort and 
What That Will Mean To You. 
Brief Facts You Should Know. 
A Demonstration in Real Estate. 
Have You $50? You Can Make $1,000 for $100, 
How They Got Rich; or, Real Estate Facts. 
Free Trip to New York. 
The Hugeness of New York. 
How the Astors Made Their Money. 

If you use a design on the cover, make it as unusual, striking 
and interesting as your title. As a rule it is a good idea to have the 
design suggestive of the subject or the contents of the book. 

As to the "copy" of the booklet, the same ideas advanced else- 
where in this book in connection with the preparation of advertise- 
ments apply here with equal force. 



HOLDING ATTENTION. 

Just as it is necessary to make the title and cover of the book 
interesting to get the attention of your reader, so it is necessary 
to make your copy bright and interesting in order to hold his at- 
tention. 

Short paragraphs and good typography help, but you must go 
deeper than that. It is doubtful if even the best typography would 



BOOKLETS AND HOUSE ORGANS. 31 

make Gibbon's "Decline and Fall of the Roman Empire" or the 
Congressional Record interesting for continuous reading. 

If you don't, hold your reader's interest you probably won't get 
him as a customer. 

Nor is it enough to attract attention and hold interest. You 
must go a step further — convince your reader and get him to act 
promptly and favorably on your proposition. 

A PERSONAL MESSAGE. 

In order to do this, try to make your message as personal as 
though the reader were a relative or personal friend who had 
dropped into your office for a chat and to get some of your advice 
on a business problem or on a matter of personal importance. 

As long as you keep before you the mental image of the typical 
customer to whom you are appealing and talk to him as naturally 
and enthusiastically as you would were he before you in person 
and you were thoroughly interested in him personally,, you will 
have no difficulty in holding his interest, and if your proposition 
is all right and your prospect is ripe for it you will get him. 

It is important to get your prospective customer to take some 
definite step, to commit himself, and to do it at once. It is human 
nature to put things off. It is easy to procrastinate. 

The time to strike is while the iron is hot. 

If interest is allowed to die out it will be a very hard matter to 
get your prospect to do as you desire and suggest. So there is a 
psychological and a practical value in the use of an order coupon, 
a deposit blank, etc., in a booklet, and if you print above it the sug- 
gestion: "Fill out and mail this coupon to-day," or words to that 
effect, so much the better. 

Right here comes up another point which is worthy of considera- 
tion in booklet writing as well as in the preparation of other adver- 
tising copy — the use of the imperative. 

USE THE IMPERATIVE. 

Employed with good taste, the Imperative Mood. Second Person. 
is a very effective weapon in the hands of the advertisement writer. 

Everybody is more or less mentally lazy. We like to have others 
think for us sometimes and tell us what to do. Nine times out of 
ten, the average person will act more surely in the direction you 



32 PUSHING YOUR BUSINESS. 

desire if you tell him in so many words to "Do it now!" than he 
will if you leave it to suggestion and inference on his own part. 

When you have a booklet prepared on your proposition it is a 
splendid idea to mention the fact in your advertisements and ask 



NINETY-EIGHT YEARS OLD 

With the beginning of the New Year this bank 
enters on its 99th year of active business life — 
There is probably not a man living today who re- 
members when it first opened its doors— but those 
doors are open now, as they have been on 
every legal banking day'for almost a century, to 
welcome legitimate business in every department 
of banking— 

Tlve 

Rank of Pittsburgh 

JL/NatiorLal A Association w 

The Bank That Has Grown Up With Pittsburgh. 
CAPITAL Established 1810. surplus 

$2,400,000. $2,800,000 



Age as an Advertising Point. 

the reader to send for the booklet. This enables you to "key" the 
medium used, judging the relative value of the different publica- 
tions by the number of inquiries produced by each. Moreover, the 
names you secure in this way are valuable to "follow up." Such 
names are better than any random list because the persons who 



BOOKLETS AND HOUSE ORGANS. 33 

write in answer to advertisements, eliminating a few curiosity seek- 
ers, have shown a definite interest in your particular proposition. 

THE HOUSE ORGAN. 

Consideration of booklet writing naturally leads to the subject 
of house organs, which are practically booklets in more pretentious 
form with the additional feature of periodicity and the added in- 
terest and permanency of anything in the guise of a periodical. 

The author's ideas on this subject are best expressed in an arti- 
cle which he wrote for the "Profitable Advertising" magazine of 
Boston, Mass. The article is as follows: 

Is your house organ a business getter? It can be made a power- 
ful one, but for satisfactory results the best kind of ability must 
go in it. 

A carelessly edited, inane publication is worse than nothing. 
The successful house organ must be as interesting, as well written, 
as a general magazine, but more than that, it must have the strong- 
est kind of pulling power. 

This can be done because it is being done. 

The best point in favor of the house organ is the great oppor- 
tunity it gives for the full and direct personal appeal, than which 
there is no more valuable form of advertising copy. That is what 
gets results. 

The highest attainment of a writer of advertising is to be able to 
make a logical, compelling, effective, argument for cash-with-order 
replies. Success in that is at once the hardest to win and the most 
worth winning. There is no better field for the use of this kind of 
talent than the house organ. 

Comparatively few advertisers can afford what many look upon 
as the luxury of multipage advertisements in the big magazines, 
while for a good many propositions a one-page advertisement pre- 
sents far too little space to tell the story adequately and effectively. 
Experience proves that no matter how good your proposition and the 
medium used are, you have no assurance of full, satisfactory, pay- 
ing results, unless there be the most skillful and powerful personal 
appeal in the copy. The limits of magazine and newspaper adver- 
tising space, as a rule, do not give scope enough for that. 

That is where the house organ comes in. It will solve the prob- 
lem for you if you have the ability at your command to make it what 
it should be. 



PUSHING YOUR BUSINESS. 



THE HUMAN ELEMENT. 



The house organ must have a strong human element in it. That 
is to say. it is not enough to present to your readers — prospective 
customers — a truthful and logical argument, important as that is. 
You must do more than that, because most people, the common 
every-day men and women, whose needs you want to supply, are not 
actuated so much by truth and logic as by their feelings and their 
self-interest. 

So to your cold facts and judicious statements you must add a 
warm personal touch if you would bring the greatest possible 
number of your readers to a prompt and favorable decision on your 
proposition. To be most effective, house organ copy should be as 
intensely individual as though it were a personal, handwritten let- 
ter to the possible buyer. 

After all. it is merely a matter of concentration. Instead of try- 
ing to hit all mankind with the birdshot of glittering generalities, 
put in a cartridge and point your rifle of argument at one partic- 
ular man. Single him out and bring your talk home to him so 
strongly, so inevitably, that there is no escape from it, so that it 
will not only appeal to his reason and convince him, but strike the 
very mainspring of his actions and compel him to do as you suggest. 

The more you know about the value of your own proposition, 
the greater your knowledge of human nature, and the more thor- 
oughly enthusiastic you become, the easier it will be for you to 
write this kind of copy and get results. 

Just remember this: In salesmanship on paper you cannot look 
your prospective buyer in the eye. The chances to communicate 
your own enthusiasm to him by methods you would use were you 
face to face with him are lacking. There can be no expressive 
gesture, no responsive lighting up of the countenance, no actual 
demonstration of the goods. In the printed page you must supply 
this lack by other means. Enthusiasm and personality must take 
another form than in the case of a living salesman in the office or 
behind the counter. 

The house organ has advantages of its own that do much to 
offset the absence of personal contact between buyer and seller. 
Your printed argument can be prepared at leisure, and no strong 
point need be overlooked. If you have the ability to attract and 
hold your reader's attention you need not be interrupted until you 
have laid before him your whole story, and pointed out most clearly 



BOOKLETS AND HOUSE ORGANS. 



35 



just what it means to him and why he should act as you ask him to 
act, and at once. 

SPECIALLY INTERESTED READERS. 

Then, it can safely be assumed that a large part of your readers 
are already interested and favorably disposed toward you. This is 
particularly true if your mailing list has been made up of the 
names of inquirers received in response to your advertised offer to 
send your publication free, or if they are to quite an extent already 
customers of yours. 

If you don't make the very most of this fruitful soil, it is your 
own fault. 




AFTERYOU 

ARE 

CARRIED, 

BE SURE 

2TO If AVE 

A BANK 



! WE PAY FOUR PER CENT^ 

_ Mr. W* l 













TT HAT happiness and contentment that 

comes only through a certainty of the 

Lii-I future is the health}-, permanent kind. 
A savings account starts you on that road 
today. No man can ,be his besi self when 
cramped by poverty. 

We will pay you 4 per cent, interest oQ 
the money you put in our bank's savings 
[department and compound the interest ever 
Uix months. 

\he Citizens first National Bank 

Of Albany. 



Capita^! and 2 
Deposits. 

IS. '. ' Vice Pmkfcol 
ON. . Vice Prwidrnl 



i. S200.000 
450.000 

P.^W.Von^*'. ' Am 
W. H. Hestex, . \u 



Good Advertising: for June. 



36 PUSHING YOUR BUSINESS. 

It is not my purpose to make suggestions as to the typographical 
form of a good house organ, except to say that I believe that it 
should be of a high order, and in harmony with the good literary 
style which ought to be maintained in the magazine or paper. It 
pays to use good paper and good illustrations, because even the 
best copy loses force if not presented in pleasing form. The hand- 
somer looking your publication is the more likely it is to attract 
attention, stay out of the waste-paper basket and be preserved to 
work for you. 

But these things come as a matter of course if you have the 
right sort of brains back of your house organ. So I emphasize the 
importance of the man behind. Let him be brimful of ideas, orig- 
inality and enthusiasm. He should know how to give everything he 
writes a tactful turn businessward, and he must hit hard and hit 
all the time. 

It is a great opportunity that is afforded by the house organ 
with a large and specialized circulation. It would be a shame not 
to take advantage of it to the fullest extent, by attractive typog- 
raphy and make-up, in the first place, in order that it may attract 
attention; then by interesting matter; and lastly, and most import- 
ant, by strong, convincing, personal talk, to bring the question 
home to the reader and force him to act. 

Your house organ needs all the common sense, logic, psychol- 
ogy, personality and enthusiasm you can crowd into it. If you 
have net enough of those things yourself, get somebody to supply 
what you lack, and then give him lots of leeway. 

That is how your house organ can be a great big success. 



USE SIMPLE WORDS. 

In writing a booklet or any piece of advertising literature it 
is always best to use simple language. 

A fault that is quite common in the advertising of banks and 
other financial houses is that the language used is too stilted, 
formal and technical. 

There are certain words which are part of the daily vocab- 
ulary of everybody, young and old, rich and poor, educated and 
uneducated. They are the domestic, the closely personal words that 
we all use when we are just ourselves and not trying to be dignified 
or reserved. 



BOOKLETS AND HOUSE ORGANS. 37 

As a rule, these words come of good old Anglo-Saxon stock. 
They are homely but strong. They are the heart of our English 
language, the most valuable heritage of our common tongue. 

It is interesting to notice how few words of home and family 
and every-day life are of ponderous Latin or Greek derivation: 

Mother. 

Father. 

Sister. 

Brother. 

Son. 

Daughter. 

Love. 

Home. 

Work. 

Think. 

Walk. 

Talk. 

Eat. 

Drink. 

Do. 

Go. 

Buv. 

Sell. 

Run. 

See. 

And so on, as far as you like. Think about it yourself and 
see if it is not true that these simple words are the ones most 
often used in daily life. 

It is agreed that there is no better example of pure English than 
the King James version of the Bible, and its strongest passages 
are written in the simplest language. 

LITTLE WORDS— BIG THOUGHTS. 

It does not need big words to express big thoughts — quite the 
contrary sometimes. 

What was the secret of Dwight L. Moody's oratorical power? 
Why did Charles H. Spurgeon have such a following? Why does 
Dr. Charles E. Jefferson fill Broadway Tabernacle to the last seat 
and hold the breathless attention of his hearers? 

Aside from religious considerations, the answer is — strong, sim- 
ple language with a direct personal application. 



38 PUSHING YOUR BUSINESS. 

No matter how well educated we are, how much we have trav- 
eled and seen, or how old we are, we never get away from the 
influence of the simple, language we learned at our mother's knee. 

An uncle of the writer left his home in Scotland when he was a 
youth and came to this country to seek his fortune. But he was 
taken ill and died among strangers at Rochester, N. Y. On his 
deathbed he talked in a strange language which the hospital people 
could not understand. 

It was Gaelic, the language of his childhood. 

All this has a direct bearing upon your advertising problem. 

You may think that the limited number of every-day words 
does not give you scope enough to tell your advertising story as 
fully as it ought to be told. That may be true, but there is nothing 
to prevent your making your language as simple as possible with- 
out sacrificing clearness or strength. 



STRENGTH IN SIMPLICITY. 

It is really wonderful how much can be said in simple talk and 
how strong it is. There is an advertising man in New York, Leroy 
Fairman by name, who has written a whole book in words of one 
syllable, and it is by no means a primer, either. 

It pays the advertiser to be on the same ground as those he is 
trying to reach. Using commonly understood language is a great 
help in this direction. 

When you meet a stranger you at once begin to talk about the 
weather or some other general topic. 

Why is it? 

Because it is easier to talk about something you have in com- 
mon with the person you have met. Haven't you noticed how much 
better you get on with a stranger when you find out that he and you 
have visited the same places or perhaps used to know the same 
persons years ago? 

The inference is plain. Don't come at your prospective cus- 
tomers with "shop talk" and technical terms, which, while per- 
fectly clear to you, may be all Greek to them. 

Come down off your stilts. Use the terse, short, plain words 
with a grip in them, and don't talk over the heads of your pros- 
pective customers. 

One of the largest banks in New York made a failure of the 
attempt to sell a splendid investment security through advertising 



BOOKLETS AND HOUSE ORGANS. 



39 



in magazines, and those familiar with the matter say that the 
fault was not in the securities or the times, but in the copy, which 
was couched in terms so obscure to the average man that it was stale 
and unprofitable. 

A WISE PUBLISHER. 

One magazine would not accept the advertising, because it was 
clearly seen that the copy had no pulling power, that there was no 
adequate "follow up" literature and that as a consequence the adver- 
tising would likely be a failure, as results later proved it to be. 




Human Interest in Advertising. 



The manager of the publication referred to was wise in his 
generation and preferred not to give this bank the opportunity to 
lay the blame for failure upon his medium. 



ENTHUSIASM IN ADVERTISING. 

There are to-day, and there always have been, persons who 
frown upon enthusiasm. 

There are certain circles where it is considered very much out 
of place to give any evidence of this spirit. Enthusiasm is regard- 
ed as vulgar, and enthusiastic persons are not considered worthy of 



40 PUSHING YOUR BUSINESS. 

as much confidence and respect as are those who habitually hold 
their feelings in restraint and are never betrayed into a display 
of energy. 

Nevertheless, the fact remains that nothing great ever has been 
or ever can be accomplished without enthusiasm somewhere on the 
part of somebody. 

Until the past few years very little enthusiasm was shown in 
advertising. Look at the advertising pages in a file of magazines 
of twenty years ago. Then compare them with the advertising sec- 
lions of modern magazines. 

There has been a vast improvement not only in the mechanical 
end of advertising — in illustration, engraving and printing — but 
there is now a life, a vigor, an enthusiasm in advertising copy which 
was almost totally absent in the advertising of a comparatively 
few years ago. 

ENTHUSIASM MEANS PROGRESS. 

That, with the enormous development of the circulation of peri- 
odicals, accounts for the great growth of the advertising business 
and the prosperity of institutions that advertise intelligently. 

Some time ago the writer in connection with his work for "The 
Bankers Magazine" sent out a piece of advertising matter to a 
number of bankers. 

It was a little out of the ordinary compared with the copy we 
had used before for that particular purpose. It had a little more 
human interest and enthusiasm in it, but it was in good taste, if 
not superlatively dignified. 

Incidentally it "pulled" better than anything we had ever used 
along that line. 

But this same piece of advertising literature fell into the hands 
of one of our good friends of the extra dignified, noblesse oblige 
type. 

Metaphorically speaking, he raised his hands in holy horror 
when he read this little human interest document of ours. 

But he sent us his check just the same. 

In the letter accompanying the remittance, however, he unbur- 
dened himself. 

With tears in his voice, he sadly told us that we weren't dignified 
enough and that when addressing BANKERS we could not be too 
serious and respectful. 



BOOKLETS AND HOUSE ORGANS. 41 

"HE'S ONLY HUMAN." 

When the author was a cub reporter on the Syracuse Herald, 
one of his regular assignments was to go to the New York Central 
Railroad station when a prominent man was passing through and 
snatch a three-minute interview with him while the end-of-the- 
division change of engines was taking place. 

When hesitancy about accepting the assignment was shown 
sometimes because of the great prominence of the personage en 
route — a Governor, Senator or Presidential candidate, for exam- 
ple — the city editor would say: 

"What are you afraid of? He's only human." 

That's it, we are all human, and one touch of nature makes the 
whole world kin. 

It is a mighty good thing for the advertiser that human nature 
is the same everywhere, and it is a mighty poor advertiser that 
doesn't make the most of it by putting the right kind of enthusiasm 
into his advertisements, his business letters, booklets, circulars and 
all the printed matter that represents him and seeks to further 
his business. 

It is right and proper to be self-respecting in your advertisings 
but just remember that enthusiasm, like faith, can remove moun- 
tains, but that unbending dignity rarely pays dividends. 



CHAPTER IV. 

Advertising a Commercial Bank. 

DEPOSITS are the lifeblood of every bank's business. 
So, to increase deposits is the primary object of most 
bank advertising. 
There are two things to be remembered and especially empha- 
sized in going after commercial accounts by advertising. 

Depositors will not come to a bank nor remain with it unless 
they have absolute confidence in it. 

Being a depositor with a bank gives one an "open sesame" to its 
many privileges and leads to broader business relations. 

Nine times out of ten, when a man does not use the facilities 
a bank offers it is because he distrusts the institution or does not 
know what it can do for him. 

Thus the problem of the commercial bank's advertising, in the 
last analysis, simmers down to this: 

1. Inspire and maintain popular confidence in your institution. 

2. Educate people as to your ability and willingness to serve 
them in specific ways and prove that it will be greatly to their ad- 
vantage to do business with you. 

Working out in detail the sub-divisions of these two heads is the 
task confronting the commercial bank in its advertising. 

Confidence is a plant of slow growth. 

Advertising of the right sort will accelerate its development, but 
you might as well at once banish from your mind the idea that a 
short or spasmodically conducted advertising campaign will be of 
permanent value to your institution in this respect. 

Advertising increases in value from year to year as it continues 

ADVERTISING MOMENTUM. 

It is just like the inertia and momentum we learn about in 
physics. 

The non-advertising bank has one kind of inertia — the kind 
that tends to make a body at rest remain so; the advertising bank 
has the other kind — the kind that tends to keep things in motion 
when once started. 



ADVERTISING A COMMERCIAL BANK. 



43 



It would be a difficult thing to estimate the full value of strong, 
persistent advertising conducted through a period of years. The 
momentum of such a campaign is irresistible. 

The bank that thus accumulates prestige and good will, so to 
speak, is a hard one to overtake and surpass. 





Secretary Cortelyou on 
The Money Crisis 



Says : " I believe that if this money 
of the country, wherever hoarded, 
were at once put back into the channels 
of trade there would be within twenty- 
four hours an almost complete re- 
sumption of business operations." 



^Circulate your money through a 
National Bank. You will be the 
gainer. 

Manufacturers 
National Bank 

TROY. N. Y. 



News in Advertising. 



It is just as wise to advertise to hold the confidence and busi- 
ness of depositors you now have as it is to get new ones. Money 
is money, no matter who deposits it. By continuous publicity along 
proper lines you not only put yourself in a position to receive the 
accounts of the new generation of business nun constantly coming 
up and of the newcomers in your locality, but you also cement the 



44 PUSHING YOUR BUSINESS. 

ties that bind your old customers to you and keep the benefit of 
their personal influence and the word-of-mouth advertising that 
they do for you among their friends, acquaintances and business 
associates. 

ADVERTISING IS INSURANCE. 

Thus it will be seen that a bank's advertising may be regarded 
not as an expense at all, but as an investment and a protection — 
an investment very sure and profitable in its returns and an insur- 
ance against loss of present business. 

In stating that the inspiring of popular confidence comes first 
and educating the public as to banking functions, facilities and 
advantages second, we do not mean that any advertising campaign 
should be arranged on the basis of first running a series of adver- 
tisements devoted entirely to the development of confidence in the 
institution and then following it with a second one dealing with 
the service offered. 

On the contrary, these things should go hand in hand. It would 
be better to alternate the two kinds of advertisements, or, better 
yet, to incorporate both ideas in all the advertising. 

The mere fact that a bank is progressive enough to be a regular 
and intelligent advertiser is in itself confidence-inspiring, and when 
such "talking points" of both confidence and service as are sug- 
gested at the end of this chapter are skillfully woven into a con- 
tinued advertising story and the story is judiciously placed, good 
results are bound to come. 

Any other outcome would be contrary to all reason and expe- 
rience. 

EDUCATING THE PEOPLE. 

The great masses of the people and a good many business men 
know very little about banking methods and facilities. 

The bankers themselves are largely responsible for this popular 
ignorance, which keeps away from them a lot of profitable business. 

They are responsible because they have not taken the public into 
their confidence in their advertising, and, in the majority of cases, 
have not made people feel that they need the help of a bank. 

That is why there is now such a crying need for educational 
bank advertising. Nothing else will do, because readers have 
become so used to the strong and interesting advertising in other 



ADVERTISING A COMMERCIAL BANK. 45 

lines that formal cards and bald, unsupported statements have little 
weight with them. 

The nearest approach to a formula for a successful publicity 
campaign is this: 

Tell old things in a new way and keep everlastingly at it. 

Your Earning Capacity 

ought to enable you to do more than just make 
your living. You ought to save money. Then 
having saved, the next thing is to set your sur- 
plus to work safely and profitably. 
The best way for you to insure a steady, reliable 
income from your savings is to secure a Certificate 
of Deposit in The National Bank of Commerce in 
St. Louis, one of the strongest in the country. 
These Certificates are issued in any amount from. $50 up and 
bear interest at 3%, payable semi-annually or annually, and 
renewable. 

They are negotiable by endorsement for their full value under 
ordinary conditions. 
You are earning now but your earning capacity 

Can't Last Forever 

Now is the time to fund some of your capital. 
For those with funds already accumulated, firms with a large 
reserve, those having charge of estates awaiting, investment, 
there is.no better way to employ money. 

Certificates of Deposit in this bank are safe — capital, surplus and 
undivided profits of $18,620,704.34 guarantee that — and 3% is 
a profitable interest return. 

-Our valuable booklet, "You and the Rainy Day," tells more 
about the Certificates of Deposit and gives practical advice on 
money matters. Send for it today. 

The National Bank of Commerce 

in St. Louis 
Broadway and Olive Street 

Advertising Certificates oflDeposit. 

Now for some definite suggestions. 

The matter of checks and the value of a checking account is 
something that ought to provide a great deal of good advertising 
material for any institution desiring to make a strong bid for new 
commercial accounts. 



46 PUSHING YOUR BUSINESS. 

The reproductions of several advertisements prepared by the 
author for the National Bank of Commerce in St. Louis illustrate a 
series of educational advertisements which proved very effective. 

Perhaps you say: "Why, every business man knows those sim- 
ple facts about checks." 

Well, as a matter of fact, every business man does not know 
even those simple facts, as you can very easily find out by asking 
a few questions among your business acquaintances. 

Moreover, here is a very interesting fact in psychology (or 
human nature, if you please), namely: People like to read about 
matters with which they are already more or less familiar. 

Consider your own case for a minute and see if this is not so. 

You are a delegate to a convention, you attend an entertainment, 
go to a ball game, or are a witness in a law suit, let us suppose. 
Now, although you are perfectly familiar with what has taken 
place in the convention, at the entertainment, on the diamond or 
in the court room, nevertheless you eagerly buy a paper at the first 
opportunity in order to read about what you already know. 

If you discover in a magazine an article about some place you 
have visited, don't you read every word of it? 

You are a banker and supposedly know about all there is to 
be known about negotiable instruments, but would you not find a 
good deal to interest you even in an encyclopedia article on the 
subj ect ? 

In this subject of checks, their safety, their convenience, their 
cleanliness, the business prestige they give the user, and a hundred 
and one other ideas that will occur to you if you sit down and con- 
sider the matter thoughtfully, there ought to be enough of interest 
and value to provide material for a long series of newspaper adver- 
tisements or street car cards. 

And when you get around to the subject of checks again you can 
tell the same story in another way. 

It is a good thing for the advertiser that while human nature is 
always the same the English language is very flexible and the same 
idea can be presented in an infinite variety of ways. 

CREDIT AND LOANS. 

Then there is the subject of credit and loans for commercial 
purposes. 

There is a good deal of ignorance on this point. Many a worthy 
young business man does not realize just how a good bank would 



ADVERTISING A COMMERCIAL BANK. 47 

be able and willing to help him in expanding his business legiti- 
mately by timely assistance. 

So an occasional educating talk, like that in one of the National 
I3ank of Commerce advertisements shown herewith, would lead to 
desirable business of this sort. 



.About Checks* 



A bank is not liable to the holder of a check until it accepts or xer- 
iifies the check, and a bank is not bound to make partial payment on a 
check if the drawer has not sufficient . funds to his credit to make full 
payment. 

If a depositor draws several checks aggregating more than he has 
standing to his credit, the bank pays them in the order of presentation, 
without regard to dates or numbers, until the depositor's credit is ex- 
hausted. The bank may refuse to honor checks subsequently presented. 

Every check must be indorsed. The indorsement should be on' the 
back of the check and as near the left end as possible in order to make 
room for subsequent indorsements. 

These are a few facts about checks not as generally known as they 
ought to be. The convenience and safety of having a checking account 
at The National Bank of Commerce in St. Louis, the city's strongest 
financial institution, should also be known and appreciated by every 
business man in St. Louis. 

Write or call for full information as to how this big bank can help 
you. 

The National Bank of Commerce 

in St. Louis 
Broadway and Olive Street 



Educational Advertising. 

The advantages of certificates of deposit are not brought out as 
strongly as they might be a good many times. Besides calling 
attention to the desirability of such certificates for the building up 
of a reserve and for the profitable employment of funds tempor- 
arily idle, it is possible to feature the interest-bearing certificates 
of deposit in such a way that a National, State or private bank can 



48 PUSHING YOUR BUSINESS. 

go after savings accounts much as if they really had a savings de- 
partment. A way to do this is illustrated in some of the advertise- 
ments reproduced in the chapter on savings bank advertising. 

In the same way, as outlined in these several cases, the com- 
mercial bank can tell prospective customers about such features 
of its service as: 

Commercial letters of credit, collections, drafts, discounts, bank 
money orders, transferring of money by telegraph or cable, and, 
in short, about scores of such functions and facilities as are hinted 
at in the list at the close of this chapter. 

The fact that the officers of the bank are always ready to give 
customers the benefit of their expert advice on the matter of invest- 
ments and other business questions is one that cannot be too strongly 
brought out in advertising, but how infrequently it is done! 

PIUMAN CONSIDERATION. 

Aside from offering your customers a very tangible advantage 
in thus giving them the privilege of consulting you on matters of 
prime importance to them, advertising in this way serves to bring 
out the human element in your business. 

A good deal is said about "soulless corporations," and it is 
rather hard to get enthusiastic about a great, cold, lifeless, machine- 
like institution. But if you can make people feel that your busi- 
ness is dominated by men with human sympathy, understanding and 
consideration — men who are not only approachable, but glad to be 
approached — you have taken a long step toward creating a good 
will for your institution, which, while not figuring in your state- 
ment of assets, will be worth a great deal to you in dollars and 
cents. 

Along this same line it is a splendid thing to emphasize in your 
advertising the strength of the personnel of your officers and di- 
rectorate, as is done in the following instances: 

The Northern National Bank of Ashland, Wis., in an attrac- 
tive booklet says of its directors: 

Our Board of Directors consists of representative business men of 
Northern Wisconsin, an assurance to those having business with the bank 
that their interest will be surrounded by all the safeguards possible. 

It comments on official changes thus: 

At the last meeting; of the Board of Directors, the following changes 
were made in the official staff, owing to the resignation of Mr. Frank 



ADVERTISING A COMMERCIAL BANK. 49 

Boutin as vice-president. (Mr. Boutin remains as a director of the bank.) 
Mr. C. F. Latimer, cashier of the bank since its organization, was 

elected vice-president. 

Mr. R. B. Prince, for some years past assistant cashier, was 

elected cashier. Mr. Prince has been with the bank in various capacities for 

nearly twenty years. 



.About Loans. 



The loaning capacity of The National Bank of- Commerce in St. Louis 
is very great on account of its large capita], surplus and deposits. " 

A customer . keeping an account. .here and carrying good average, 
balances may be readily accommodated in the way of a loan when he 
needs it. 

To secure a line of credit at this "$S15",ooo,oo6 bank it is necessary . 
for a depositor to make us a statement showing .that he is entitled to it 
or else to place with us collateral of value to cover the amount which 
he borrows, 

Of course, in granting a. line of credit to depositors it is expected 
tha.t| they shall carry deposits with the bank sufficient to justify the 
accommodation. The amount generally required is about 20 per cent 
of the line desired. 

Men in business, manufacturers, wholesalers, retailers, generally 
-borrow on the strength of their financial condition. Professional men 
and others not having capital put up collateral for loans. 

Owing to the large resources of this bank we are often able to 
secure capital for meritorious enterprises, business extensions, etc., by 
bringing those desiring the accommodation to people who have money 
for that purpose. 



The National Bank of Commerce 

in St. Louis 
Broadway and Olive Street 



Better than a Business Card. 

Mr. F. M. Cole, paying teller, was elected assistant cashier. Mr. Cole 
has been in the service of the bank for fifteen years. 

Mr. E. G. Fisher, receiving teller, and Mr. H. H. Fuller, accountant, 
have held positions of trust for periods covering twelve years. 

The People's Savings Bank and Trust Co., of Moline, 111., pre- 
faces a complete statement of the business connections of its direct- 
ors by saying: 
4 



50 PUSHING YOUR BUSINESS. 

The personalities of the Board of Directors (that is, their success in 
business, and the careful judgment and business acumen which they bring 
to the management of the bank's affairs) count for more than capital stock 
and surplus. The stronger the business personalities of the directors and 
management, the more pronounced and substantial is the success of the 
bank. 

One or two of these statements are particularly full of human 
interest, for example: 

C. H. Deere: President Deere & Co., Deere & Mansur Co.; John Deere 
Plow Co., Kansas City; Deere & Webber Co., Minneapolis; John Deere 
Plow Co., Omaha; John Deere Plow Co., St. Louis; John Deere Plow Co., 
Dallas, Texas; Deere Implement Co., San Francisco; John Deere Plow Co., 
Portland, Ore.; John Deere Plow Co., New Orleans; John Deere Plow Co., 
Indianapolis: Deere-Olark Motor Car Co., Moline; director American Trust 
& Savings Bank and Western Trust & Savings Bank, Chicago, etc., etc. 

P. H. Wessel: Practicing physician. Has practiced medicine in Moline 
for thirty-five years. Has been three times elected mayor of Moline. Held 
in very high esteem by his fellow citizens. Thoroughly prosperous in 
business. Is a member and treasurer of the State Board of Health. 

J. T. Browning: Practiced law in Moline for thirty-eight years. For 
last ten years has devoted his time entirely to the care of his property and 
to farming. Large holder of real estate in and around Moline. Lives 
on his farm one and one-third miles south of the city. In 1874-78 repre- 
sented his Senatorial District in the Lower House of the State Legislature. 
One of the incorporators of the First National Bank (which was absorbed 
by the Peoples Savings Bank and Trust Co. February 10, 1905) in 1863, 
and a member of its first Board of Directors. He has been one of the 
directors ever since, and for some years was president of the Peoples 
Savings Bank. 

J. S. Gillmore: Cashier of the bank from 1868 to January, 1906. Upon 
his resignation, board of directors presented him with a year's salary as an 
indication of their appreciation of his many years of faithful service, and 
of the high esteem they hold for him. 

C. W. Lundahl: Cashier and secretary of the bank. Has been asso- 
ciated in the management of the bank for twenty-three years. For six 
years was assistant cashier. He is one of the most conspicuous examples 
in this locality as to the value and rewards of thrift and economy. He 
is a real estate holder in Moline. Though still in the prime of life, he has 
accumulated a competencj^ by "mere dint" of hard work and careful living. 

"Your money is safe under the eyes of such men. With ample capital 
and surplus, fifty years' experience and success in banking, and an unusu- 
ally strong board of directors, you cannot find an institution in the coun- 
try better qualified to attend to your banking business." 

The American Trust and Savings Bank of Chicago issued a 
handsome booklet containing a condensed statement of condition, a 
directory of the bank building and portraits of all the officers and 
directors of the bank, among whom are such prominent men as 
E. H. Gary of the United States Steel Corporation; E. P. Ripley, 



ADVERTISING A COMMERCIAL BANK. 51 

president of the Atchison, Topeka & Santa Fe Railway; and Theo- 
dore P. Shonts, of the Interborough R. R., New York. 

"Men of Ripe Experience" is the title of a booklet issued by the 
Cleveland Trust Company as a compilation of the names and busi- 
ness affiliations of the directors and advisory council of the com- 
pany. In the introduction are the following paragraphs: 

The character of a bank's management has much to do with gaining 
the public confidence, which is so necessary to its success. The directors 
must be well known and successful business men who are ever alert in the 
bank's interests and willing to give their conscientious efforts to increas- 
ing the business along safe lines. 

If the names of the directors be ever so strong, however, and they are 
directors in name only, they are a source of weakness and might better be 
replaced by less conspicuous men who would appreciate the sacredness of 
the trust imposed on them. 

The Cleveland Trust Company has been fortunate in having had from 
its beginning directors who have been enthusiastic in their devotion to its 
affairs, and have given their time and attention without stint to building 
up the Company's business. 

No important action has been taken nor policy adopted by this bank 
without the sanction of the majority of its directors after careful consid- 
eration. The minutes of the company will show this to be true. 

INDIVIDUALITY IN ADVERTISING. 

All this kind of thing makes for individuality in bank advertis- 
ing and that is a very valuable point. The objection is sometimes 
made by too conservative bankers who are being urged to go in for 
"educational" advertising that such broad advertising will bring 
business to every bank in the community. 

It certainly will, but if individuality in copy and style is devel- 
oped and maintained the advertising bank will get fully ninety per 
cent, of the new business created. 

This matter of individuality is especially important in the 
advertising of a bank to get business from other banks, because 
the service offered in such particulars as collections for correspond- 
ents and in taking care of reserves is practically the same among 
all banks. 

The right kind of advertising, such as is suggested in this book 
— this is said advisedly, sincerely and with due modesty — will cre- 
ate for you an individuality which will in time enable your insti- 
tution to forge ahead of your competitors who are not advertising in 
a modern way, and at least to divide the business evenly with such 
of your competitors as are awake to the fact that a new day is at 
hand in financial publicity. 



PUSHING YOUR BUSINESS. 



In regard to the advertisement reproduced on this page,, 
the author commented in "The Bankers Magazine/' as follows: 

" 'Printers Ink/ the 'Little Schoolmaster' of the advertising 
business, performed only half its duty when in a recent issue it took 

occasion to criticise this ad- 
vertisement of The Phenix 
National Bank. 

"The criticism had some 
justification, but it was ad- 
ministered so caustically 
that it had no particular val- 
ue either for the Phenix 
Bank or for financial adver- 
tisers in general. 

"The burden of showing 
a better way rests with the 
critic. We propose to criti- 
cise that same Phenix ad., 
but we will not be blind to 
its good points and will try 
to be constructive rather 
than destructive in our crit- 
icism. 

"This ad. is not as effect- 
ive as it might be, but it is 
so much better than the av- 
erage bank advertisement in 
the New York papers that 
it shines like a good deed in 
a naughty world. 

"It doesn't tell very 
much about the bank, it is 
true — just about as much as 
is done by the perfunctory advertising of many other New York 
banks. 

"But the cut of the bronze tablet is unique and attracts atten- 
tion. However, just attracting attention to your advertisement is 
not enough. 

"What would you think of a man who shouted and waved at 
you on the street, and then, after making all this fuss over you, let 
you go on your way without telling you what it was all about? 




A Good Beginning. 



ADVERTISING A COMMERCIAL BANK. 53 

"Probably yon would suspect the 'D. T.s', or something like that. 

"If, after attracting your attention, he silently pointed you to 
his place of business,, you would understand a little better, but the 
chances are you would not be convinced or satisfied even then. 

"It's like what John B. Gough used to say about sitting down on 
a hornet's nest — very stimulating but not very nourishing. 



NVro lEnglano 
National lank 

EQUITABLE BUILDING, BOSTON 

COB. MILK A-N-D DEVONSHIRE STfl. 



Capital and Surplus, SI ,900,000 



NVro Knnlann 
Naiimtalljank 



An especially safe and deslra- 
ble depositary for inactive trust 
and reserve accounts, on Which 
Interest will be paid. 



Capital and Surplus, Si ,900,000 



N> at lEnglann 
Natimtallank 



Capital and Surplus, SI, 900,000 



NVro iatglano 
National Hank 



J. Herbert Sawyer Roland W.Toppan 



Capital and Surplus, SI, 900,000 



Multum in Parvo. 



"Most banks attract attention in a more or less feeble way by 
their card announcements. The Phenix ad. attracts attention strong- 
ly, but does little more than point out its location — a good thing in 
itself, but why stop there? 

"Why not use the same cut with a mortise in it for change of 
copy daily? There would be the same general publicity value, 
day by day and cumulative, and, in addition, there would be oppor- 
tunity for a really interesting and educating campaign, though prob- 
ably larger space would be needed to do it adequately. 

"That this would pay is proved by the experience of banks that 
have given the idea a thorough trying out. It is as certain as cause 
and effect. 



54 PUSHING YOUR BUSINESS. 

"If New York was a finished city, if there was no new genera- 
tion of business men constantly coming up, if thousands of new- 
comers were not added to the city's population every week, if the 
human memory was perfect and the human mind not subject to 
what Chalmers called 'the expulsive power of a new affection' 
(i. e., if customers could not be weaned away to another bank) one 
statement of the Phenix Bank's, or any other bank's, claims upon 
the interest of the business public would be enough. 

"But what's the use ? It is a condition and not a theory that con- 
fronts us." 

A COMPARISON. 

Comparisons are odious, but sometimes they are helpful. 

Herewith we reproduce advertisements of the Chatham Na- 
tional Bank of New York and of the International Correspondence 
Schools of Scranton, Pa. We are willing to give both of these 
institutions a free advertisement because we desire to use their 
respective announcements to point our moral and adorn our tale. 

If there is one sentence that has been used more commonly in 
bank advertising than any other it is that in the Chatham National 
Bank advertisement — "Solicits the accounts of merchants, firms 
and corporations, and is prepared to extend to them every facility 
consistent with conservative banking." 

We doubt if this was the best thing that might have been said 
even the first time it was ever used, but when hundreds of banks 
have used it scores of times it is pretty threadbare, and its value 
from an advertising standpoint is practically nil. "Age has staled 
and custom withered it," because it has no "infinite variety." 

Surely there must be something about a bank fifty-seven years 
old that gives it an individuality — something that gives it the right 
to rise above the commonplace in its advertising. As it is, "Es- 
tablished 1851" is the strongest part of this advertisement, but 
that way of stating the age of the institution is merely conven- 
tional and not particularly action-compelling. 

In criticizing such advertising as this we do not think that we 

are setting up a man of straw just to knock him down again. We 

sincerely believe that such advertisements are not the best. Even 

an old and prosperous bank can not afford to do poor advertising. 

If this be treason, make the most of it. 



ADVERTISING A COMMERCIAL BANK. 



55 



A STYLE THAT PAYS. 

Now. glance at the 
other advertisement for a 
few moments, and as you 
do, remember that the 
great business it stands 
for has been built up en- 
tirely through advertising. 

Results form the ul- 
timate test of all adver- 
tising. The International 
Correspondence Schools 
have been using this style 
of advertising for years 
and have grown to enor- 
mous proportions through 
it. Notice that this copy 
does not read: 

"The International Cor- 
respondence Schools solicit 
students and are prepared 
to extend to them every 
facility consistent with 
conservative correspond- 
ence instruction." 

Perhaps you say "Bank 
advertising ought to be 
more dignified than that 
of a school." Well, why 
should it? Isn't a man's 
education, his preparation 
for his life work, just as 
important and serious a 
matter as his banking re- 
lations ? And why shouldn't 
there be just as much 
human interest in the ad- 
vertising matter meant to 
appeal to him for one of 
his needs as for another? 




We're Going to 
Raise Your Salary 

Such scenes as this are actually taking place 
every day. Invariably the man who gets the 
raise is the trained man— the expert— while 
the untrained man plods along at the same old 
wage. 

If you're poorly paid and have ambition 
you're too good a man to be kept down ; and 
you wouldn't stay down if you only knew how 
easily you can acquire the training that will 
put you in the lead. It doesn't est you any- 
thing to find out how yon can accomplish this — 
how you can have your salary raised. The 
only requirement is the ability to read and 
write. Simply mark the attached coupon and 
mail it now 10 the International Correspon- 
dence Schools. 

During February 67 6 students voluntarily 
reported salary increases and promotions re- 
ceived as a direct result of I. C. S. training. 



International Correspondence Schools, 

Box 888 , 8CBA.NTON, PA. 

Please explain, without farther obligation on my part, 
how I can qualify for a larger salary In the posi- 
tion before which I have marked X 



Bookkeeper 
Stenographer 
AdferUtement Writer 
Show Card Writer 
Window Trimmer 
Commercial Law 
Illustrator 
Civil Service 
Chemist 

Textile MlllSupt. 
Electrician 
Elec Engineer 



Berhanleal Draftsmao 
Telephone Engineer 
Elec. Lighting Supt. 
Mechan. Encineer 
Plumber Sc Swam Utter 
Stationary Engineer 
Civil Engineer 
Building Contractor 
Art hi tee' I Draftsman 
Architect 

Structural Engineer 
Banking 
MtnlngEngfneer 



Street and No.. 
City 



An Ad. that Appeals. 



56 PUSHING YOUR BUSINESS. 

A writer in "System" said: 

This is the test. If your customers like your goods, and continue to 
buy them in ever increasing patronage, you need not worry over stretching 
a point in conservative advertising. There is no law of business or common 
sense that compels a merchant to stick to heavy dignity at the expense of 
trade. What passes for dignity in advertising, very often, is mediocrity. 
Lack of originality sometimes passes for conservatism. A merchant 
should seek to appeal to the public through mind-channels that run in the 
most human direction. When you discover that direction, let the ideas 
have free play, even if you must be undignified. 

That is from a merchant's standpoint, and to a certain extent 
the same can be said of ban 1 * advertising. 

Of course, it is not meant to assert that a commercial bank 
should use exactly the same methods in seeking business as the 
correspondence school does in getting pupils. That would be a 
reductio ad ab&urdum, but nevertheless the principle is the same. 
The details must be worked out with good judgment and common 



GOOD POINTS BROUGHT OUT. 

The good points of this I. C. S. ad. include the following: 

It is well illustrated, that is, the figures are lifelike and full of 
expression. They mean something and serve not only to attract at- 
tention to the advertisement but to emphasize the thought of the 
reading matter, the illustration and the copy being closely tied up 
together. There is enthusiasm in both the illustration and the 
copy. The "we're," "you're," "wouldn't" and "doesn't" are col- 
loquial. The frequent use of personal pronouns brings the message 
home to the reader much more strongly than could be done other- 
wise. 

The advertisement appeals to self interest and ambition, which 
the advertising man of the I. C. S. well knows are two of the 
strongest levers it is possible to use in moving the human will. 

By telling the large number of students who voluntarily re- 
ported promotion, the ad. writer proves the reasonableness of his 
claims and likewise appeals to another side of human nature — the 
willingness to do something that many others are doing. 

Printing a coupon and telling people definitely just what you 
want them to do is good, too, because it makes it easy for them. 
Even the dotted border of the coupon has a psychological value 
as it shows how easy it is to cut out the coupon. 



ADVERTISING A COMMERCIAL BANK. 57 

"Box 823" is a key number, whereby the advertiser can tell 
how this particular medium pays him. No advertiser can afford to 
do things by guess in spending his good money for advertising. 

Banks can learn a good deal from the study of the work of 
such successful advertisers as this. 

Some day a New York city bank will become courageous enough 
to do some real advertising — possibly even going so far as to use 
good appropriate illustrated copy as well as sound arguments and 
reasons. 

There have been $75^000 receiverships, why not a bank adver- 
tising appropriation of that amount. Rightly expended it would 
be a dividend earning investment. 



THE CHATHAM broadway 
NATIONAL EE* 

BANK NEW YORK. 

tf|| Solicits, the accounts of merchants, firms and corpo- 
ra rations, -and is prepared to extend to them every 
facility consistent with conservative banking. 

ESTABLISHED 1851. 



Was the Ad Established in 1851, too? 

Writing in the "Banking Publicity" department of "The 
Bankers Magazine/' Harvey A. Blodgett says: 

Guesswork and lack of system hold full sway in the advertising depart- 
ment of many a bank. To how few bankers has it occurred that there 
can be such a thing as system in the expenditure of that most important 
factor in promoting business, the advertising appropriation. 

ADVERTISING ANALYSIS. 

It is because so much money has been spent upon advertising ventures 
with so little tangible return, that the banker shies at the very word 
"advertising." Although accustomed to analyze business propositions of 
all sorts, the average banker fails to properly analyze the probable effect 
of many of the advertising schemes with which he is tempted. 

There is a simple test which the banker should rigidly apply to every 
proposed expenditure. It is this: "Will this thing suggest to possible 
clients any benefits they will enjoy from doing business at this bank; will 
it inform people of the services it has to sell, of which some are ignorant; 
will it convince people that this bank earnestly desires to be their sympa- 
thetic, personal ally? Will it inspire the desire t« s;:ve, or does it explain 
how to establish a credit? If it will accomplish none of these results, or 
any equally vital, why is it a good investment?" 



58 PUSHING YOUR BUSINESS. 

My plea is for a system in bank advertising, which will not only go a 
long way toward the elimination of waste, but will produce gratifying 
results in the way of increased business and profits for the banker, and 
greater confidence in him. Every dollar expended for advertising, undet 
a correct system, will remain a permanent asset. 

Advertising is a constructive force. Just as a mechanical engineer 
draws upon paper the various parts of a machine and figures its weights 
and measurements before a casting is made, and just as the function of 
each part of the machine is determined in advance of its construction, 
so should every integral part of a bank's advertising campaign be planned 
and considered with a view to constructing an efficient and effective 
entirety, before the first dollar is expended upon it. 

GENERAL PUBLICITY NOT ENOUGH. 

In planning a systematic advertising campaign, first dismiss the 
thought that the aim of advertising is just to keep your name before the 
public. A mere name, however prominently displayed, suggests nothing 
to the average person. Do we not pass the same signs day after day 
without being impressed by them? When we consult a utility which is 
the gift of an enterprising advertiser, how often do we give the name upon 
it even a fleeting thought? 

When a banker calls upon a prospective patron for the purpose of 
inducing him to open an account, is he content to mention in a stiff and 
impersonal way the name of the bank, its resources, and the personnel 
of its management, and let it go at that? No, he eagerly grasps the 
opportunity for a heart to heart talk, telling his prospect what relation 
the bank's resources bear to the safety of its depositors, and what priv- 
ileges and conveniences are enjoyed by having a checking account. He 
lays stress on the bank's willingness and ability to grant accommodation 
in time of need, and waxes eloquent in explaining the many advantages of 
a business connection with his institution. He considers that he is scatter- 
ing seeds of kindness when he inspires the desire to save and get ahead 
in the world, tie presents the bank's case in a systematic way. His 
first interview being without result, he hopes that at least he has set his 
man to thinking, and avails himself of subsequent opportunities to clinch 
his arguments. The banker who conducts his advertising campaign upon 
the same theory, has his hands full taking care of new business. 

AN EDUCATIONAL CAMPAIGN. 

No more than the student can absorb the contents of a text-book by 
reading its title, can the layman comprehend all the benefits of a banking 
connection by reading the bank's business card. Successful bank ad- 
vertising is a matter of systematic education. The bank must do the 
teaching. The lessons must be short and interesting, in order to attract 
attention and hold it. System must govern, for every successful under- 
taking is the product of system. 

Map out a year's campaign in advance, making it a series of ad- 
vertisements each instalment of which will present interestingly some 



ADVERTISING A COMMERCIAL BANK. 59 

feature of the bank's services. Let one argument follow another in logical 
order. Do not expect a single advertisement to bring immediate and direct 
returns sufficient to repay its cost. Skillful advertisers rely upon the 
cumulative results of their work, knowing that little by little their argu- 
ments find lodgment in the public mind, a tiny impression now being 
augmented by another later on. 

Whether the medium is to be the public press or the more personal 
method of letters and printed literature, the successful campaign should 
be planned as a whole, and systematically followed to a logical conclusion. 

TALKING POINTS. 

Following are some points which can be used to advantage in 
general bank advertising: 

Government supervision. 

Frequent inspection by Comptroller of the Currency and by committee 
of directors. 

Bank account a basis for loans. 

Earning good dividends for stockholders. 

Conservatism, progressiveness, courtesy. 

Age and history of bank. 

Details of Government regulation. 

Campaign of education on banking methods. 

Explaining statements in non-technical language. 

Prompt collections. 

Par arrangements. 

Growth of community — resources and industries. 

Capital, surplus, undivided profits. 

Depository for United States, State, County, City. 

Relative standing of bank among other institutions in community or 
country. 

Growth of deposits shown graphically. 

Double liability of stockholders. 

Come in and meet officers. 

Answering questions of public. 

Advice on investment, business, etc. 

Percentage of reserves. 

The number of accounts as well as the total amount of deposits. 

Physical protection, vaults, safes, time locks, burglar alarms, fire- 
proof construction of building. 

Banking by mail. 

Location — as to territory surrounding and as to convenience in com- 
munity. 

Certificates of deposit — interest bearing, transferable by indorsement, 
not subject to attachment, good security. 

Directors who direct. 

Directors successful in other lines of business. 

Not a "one man" bank. 

Foreign exchange. 

Clerks who use foreign languages. 



60 



PUSHING YOUR BUSINESS. 



Discounting negotiable paper and commercial bills. 
Expert heads of departments. 

Depositing all receipts with bank and making all disbursements by 
check. 

Information department. 

Modern equipment. 

Drafts on principal cities of the world. 

Letters of credit. 

Travelers' checks. 

Money transmitted by cable. 

Officers and employees bonded. 

Prestige of dealing with a big bank. 



The young business man 

who has demonstrated ability 
successfully to conduct a small 
business will receive special atten- 
tion and consideration from 

The National Bank 

OF THE 

REPUBLIC 



ROBERT MATHER 

Pn>. Rock Mud R. R. S>-m» 

LOUIS F. SWIFT 

fWSvh&CoBpur 

JOHNV.FARWELLjr. 



FRANK O. LOWDEN 



BOARD OF DTRECTORS 

JOHN R. MORRON ROLLIN A. KEYES 

Pto. Duacod Glue Co. FnoUn MuVoih & Co. 

CHAS. H. CONOVER JOHN A. LYNCH 

Vio-Pfei. Hikbvd. Secoetfc PraicVal 

B-elco & Co. J. B. GREENHUT 
FRANK E. VOGEL d»uli«. P«»» 

V.c-Px.s^.d.Coope.ACo. H. W. HEINR1CHS 

HENRY SIECEL V—P.-. M._D._W«U. C 

".wfordCfc. 



* Si T=3l 



W: T. FENTON 



id Profit., $3,000,000. Lj ! 



Good Business. 



Prompt remittance of collections. 

Frequent audits, examinations by directors' committee. 

No past due paper. 

No re-discounting. 

Amount of circulation taken out. 

Success of bank built on prosperity of customers. 

Use of a motto and emblem. 

Amount of deposits shows popular confidence. 

Surplus and profits show prosperity. 

Establishing a credit. 

How capital is invested. 

Long history shows satisfactory service. 

Table of growth of deposits over a period of years. 

Accuracy in detail. 

How bank has weathered panics. 



ADVERTISING A COMMERCIAL BANK. 61 

Advantages of bank money orders. 

Personal wealth of stockholders. 

The laws safeguarding National banks. 

Banks add value to your property and convenience to your business. 

Charging due paper unpaid to profit and loss. 

Answering inquiries of non-residents. 

Bank does not speculate nor promote speculative enterprises. 

Membership in clearing-house. 

Employees are bonded. 

Confidential relations between officers and customers. 

Negotiating farm loans. 

List of correspondent banks. 

Record of loans made without loss or foreclosure. 

Helping young business men. 

Interest on time deposits. 

Length of service of officers. 

Making a feature of statement to Comptroller. 

Proportion of surplus to capital. 

Accuracy in detail; promptness in execution. 

Number of dividends paid to stockholders. 

Encouraging small deposits. Having many small notes. 

Directors in constant touch with affairs of bank. 

Bonds bought and sold. 

Conservative, safe, panic-tried. 

Real estate holdings of directors. 

Build up your credit. 

Night watchman — electric alarm system. 

Our customers' success is our success. 

A time-tested bank. 

The quality of securities held. 




Trademark Designed by the Author for the Quincy (111.) National Bank. 



CHAPTER V. 

Savings Bank Advertising. 

THE customers of the savings bank come from a broader field 
and are more numerous than those of any other financial 
institution. Likewise its appeal is more personal and there 
are greater possibilities of human interest in its advertising story. 

Everybody who earns money should save some of it and deposit 
his earnings in a strong bank. 

That is the gospel the savings bank has to preach. It has in- 
numerable texts and hundreds of different ways to preach it. The 
subject of thrift is an old one, but it has not been exhausted yet. 
And a new generation is constantly rising up that needs instruction 
in the straight and narrow path of saving that leads to financial 
independence. 

The first and most important part of the savings bank's cam- 
paign for deposits is the newspaper and street car advertising. All 
other advertising is, as a rule, subsidiary to this. 

If there are daily papers in your community, use the best of 
them at least twice a week. Every day in the week would be bet- 
ter. If your appropriation will not permit large space every day, 
it is better to use smaller space continuously than large space infre- 
quently. 

Six small ads., one each on Monday, Tuesday, Wednesday, 
Thursday, Friday and Saturday, will bring better aggregate re- 
sults than a single weekly advertisement of a size equal to the total 
space of the six smaller ones. 

FREQUENT CHANGE OF COPY. 

No matter if it does involve considerable work, there should be 
a change of copy each insertion in all savings advertisements. The 
same style, and if possible the same position in the paper should 
be maintained constantly. In this way, by frequent change of copy, 
but steady use of the same place and typographical style, you are 
able to convey the impression of continuity and stability and still 
give a freshness and educational value to your advertising that will 
attract, interest and convince the public, your possible depositors. 



NO MAN IS POOR 

WHO PUTS HIS SAVJNG8 REGULARLY II« 

in Citizens' an Bank 

CHAMBER OF COMMERCE BUILDING. 



I. KIMi Ant. Cukli 



This Bank Is Six Months OTd To-day. 

All Saving's Bank 
Records Broken 

It is a significant fact that during the first six months of 
its career the volume of this bank's business has exceeded that 
of ?n) Savings Bank heretofore established in Washington 

Following is the monthly statement of our deposits 



The Possession of Money 



A- 



signifies power— It paveB the -way by which the ordinary 
man can help others and himself. 

Therefore. It Is perfectly proper that you should strive, 
within reasonable bounds, to accumulate It 
_ Deposit your surplus funds In the People's Saving Rank, 
where same will draw 4 per cent Interest, and the temp- 
tation will not be so great to squander that which you will 
need In future years. 

4 Par C«nt Interest Paid on Savinga Account*. 

PEOPLE'S SAVINGS BANK 

DE8 MOINES. IOWA. 
Capital. $100,000. 8urp4u» and Profit*. $75,000. 



July 30 
Aug. 30 

Sapt.30 
Oct. 30 
Nov. 30 



Watch Us Grow! 

B3vttMt 

S39.445.06 

S48.256.88 

873,053.82 

§80,276.52 

SI 16,727.75 

ur funds here where—they will c 
ne grow with a growing bank 



CITIZENS SKiaftJagl? 



Conservative 
Management 



Government 
Supervision. 



1406 N. Y. Ave. Bond Building. 

3% Interest on Savings Accounts. 
2% Interest on Checking Accounts. 



MiimmSmititns Bank 



DETROIT. | 

* CAPITAl $250000.°° SUR PLUS $ jg^OOOgg 



BANK ACCOUNTS 

This bank desires to serve a larger number of depos- 
tors with whom it can have close personal relations, and 
5 the accounts of firms, corporations or individuals. 





To Any 
Amount 

deposited with this bank 
will make a practical Christ- 
mas Gift for Wife, Son, 
Paughtor or Friend. 

Money deposited, in their 
name will make ifle ChrlsV 



les with 



THE DIME SAVINGS BANK, 

Cor. Fort and Qrlawold Btroota. 

1174 Jtfrerson Avanue. 1491 Woodward Avwnoa, 

DETROIT. MICH. 



Let The Wife Try 

Some men cannot save, but the 
family prospers because the wife 
keeps a savings account and depos- 
its every dollar she can spare from 
her allowance. with now and then a 
larger sized bill 

Many homes are saved and paid 
for N because the wife realizes the ne- 
cessity of laying aside part, of the 
family income against the day of 
need. 

Several hundred ladies carry ac- 
counts with this bank, and it is our 
pleasure to extend our lady deposi- 
tors every consideration and courtesy. 

We pay 4 per cent interest com- 
pounded semi-annually. 

Let Your Savings Work, Too 

DES MOINES SAVINGS BANK 

Northwest Coner West Fifth and Walint 



Strong Savings Bank Advertising. 



64 PUSHING YOUR BUSINESS. 

Haphazard advertising will not accomplish the best results. 
Plan a campaign as a whole. Then carry it out systematically. 

The conditions vary in different communities and with different 
institutions, but the following outline of a campaign for savings 
deposits, successfully carried out in a Western city, ought to be of 
value as an example: 

The daily newspapers formed the backbone of the campaign, 
of course. Four daily papers, including one German publication, 
were used three times a week, the space being 100 lines, double 
column. That is, the advertisement occupied about three inches 
and a half in two columns. 

Plain type display without cuts was used and there was change 
of copy with each insertion. As a means of "keying" the advertise- 
ments and to strengthen the copy psychologically by inducing 
readers to do something definite at once, each advertisement con- 
tained a request to send for a free booklet on savings, and a small 
home savings bank. 

The arguments used were not directed exclusively to the wage 
earner or the person of small income, but the appeal was also to 
the man of high-salaried position and to the business man. 

Concrete examples of how real persons were actually saving 
money were given and the reader was urged to go and do likewise. 
The copy was dignified, but personal in style. 

The personal pronoun "you" had a very prominent place, as it 
should have in all advertising. 



FORM LETTERS AND CIRCULARS. 

In the street car advertising, cards with striking designs and 
short, snappy copy were run in all the cars of several of the prin- 
cipal lines. New cards were put in every month. 

A series of form letters and circulars was also prepared to be 
mailed to special lists, including teachers, clergymen, policemen, 
firemen, members of fraternal organizations, etc. 

Among the talking points used in the advertisments of this 
savings bank campaign were the following: 

Small accounts welcome. 

Interest — the rate, frequency of compounding, method of computing, 
how it makes money grow. 
Deposits by mail. 
Safety from fire and thieves. 



Irving Savings 
Institution 

US Gbajftbers St.. New York^ 



4% 



ret annum on all lumi __,_ 
1 to 83.CO0— entitled theret. 
■.00,060. 3L 1907, pa/abU) on 
and after Jan. 18, 1908. De- 
posits mad*, on or befors Jan. 
Jo will 'draw Interest from 
Jan.. 1st . - • 
W. fit. B. TOTTEN, President 
GEORGE B. DUNNING. Secret! 



SAVINGS JXSTITCflON, . 



clared Interest _ 

POUR PER CENT; 

_ _ in ail nini not exceeding $3,000 
remaining- on deposit during the three or els 
month! ending on the 31sFlnet., payable on 
and after January 80th, 1908. . •> 

Deposit! made on or before January 10th. 
J 801, wlU draw Interest from January 1st 

After January let, 1908, open dally from 10 
A, M. to » P. M. Saturday from 10 A. M. to 
JOSEPH BIRD, President 



The Metropolitan Savings Bank. 

« U4 A TSIRD A V., (opp. Cooper Institute.) 

_ CHARTEBED 1852. 

109th DIVIDEND. 



mTERESTJPOR THE) E 
DECEMBER 31ST. " 



PER GENT. Per Annum 

edited to depositors entitled thereto 

under the by-lawi of the tank on 'sums from $5 

INTEREST PAYABLE JANUARY 1BTH, 1908. 

MONET DEPOSITED on or before January 
lOta will draw interest from January 1st. 

JONATHAN B. CURRBY, President 

UPWARD 8HBBKR, Secretary. 



henry •ico.ei. riUNK t. vooeix 
HBKRY SIKQEL & CO | 

MiVATe ■ AHKER1 

•AIM f LOOft " 



^spas 



4J£ PlR OlNt IHTRREST 

Paid 6a Deposits from $1 to S3, COO 
•ions* OBPoarreo ore or before jan-Y 

■O WILL DRAW INTEREST PROM JAN Y 1 
*2Z5!Z.*J£ 6 1 AN0 P * Y ABLE. IP DESIRED; 
••ROMI.Tl.Y_ON THE FIRST BUSINESS QAvd 
OF JANUARY AND JULY. 

Baaia eg taaaaasg ga «« «» »««» > 

Without «ivim aatiea 

t% T H?RAWA £ l M OF DEPO C S E T P r' TO,,8 '°" ™ 

.J^i« 8 A^ ME U NDEnH C E 0N D , ?^T O 6 'up O E J Rr 
_SS? >NO CONTROL OF RESPONSIBLE, WELL. 
KNO*BN,.BUSINESS MEN ENOACEO IN LEOIT. 
IHATf VSRCANTIH INTCRPRISES. 

WRITE rOR OIBOUULB. 
Boa*.. 9 A.|f. «. 8J0 p, M# 

***W» AssT.C»eH.ii, 



The Boweru pavings Bank* 

129 AXB'130 BOWERY. 

HEW YORK, PeclflT. 1807. 
A eeml-annual. irtTidend aftbe rata of 
fOubvps? tCBNT. 
per annum bss been declare* .and will 04, 
credited to depositor* in all s.ams.of 85.00.- 
ra d upward aod- pot. exceeding 83.000. 
"lea shell bVe. been deposited at least 
three months on the flist day of January 
next, and will be. -psy-abD^ca and. after 
Monday, January 20tB. 1908.. - . 
Money deposited on„or before January 10 
will draw interest from January 1. 1908. 
" JOBJTJ. 8INCLAIR. 1st Vlce-Pres!8 r 
HENBY A. SCHENCK. 2nd Vlcc-Pres.'t. - ; 
\VILL1AM"E„ KMfOX. Seoretary. 

THE BANK FOR SAVINGS 

IN THE CITY OF NEW YORK. . . 
280 Fourth Avenue, Dec. 13th, 190T. I 
1TTTH SEMI-ANNUAL DIVIDEND. I 

The Board of Trustees has declared an inier- 1 



a of 85.00 and up- 
payable on and 

_e credited to depositors as 
principal, January' 1st, 1908. 

Deposits made* on or. before January 10th will 
draw interest from January 1st. 1908. 

WALTER TRIMBLE. President. 
CHARLES A. SHERMAN", Secretary. 
JAMES KNOWLES. Comptroller- 



Union Dime Savings Institution 

BROADWAY, 38D ST.. AND $TH AVENUE, 
GREELEY SQUARE. NEW YORK. 

Interest FOUT Per Cent 

Per annum from 85 to 83,000. Credited Jan- 
uary 1st, payable January 18 th.' or any time 
later. CHARLES E. SPRAGUB, President 
.FRANCIS M- LEAKE, Treasurer. 
WILLIAM Q. ROSS, Secretary. 



The Brooklyn Savings Bank, 

COB. PIERBEPONT * CLINTON STREETS, 
BROOKLYN, N. Y. . 

December. 14. 190T. 
INTEREST AT THE RATE OF 

FOUR PER CENT, PER ANNUM 

'will be credited to depositors with this bd 
January 1st next, on all sums entitled there . 
(payable on and after January 20th.) 

MONET DEPOSITED on or before January 
10th will draw Interest from January let, 190° 

BRYAN H. SMITH, President. 

FELIX E. FLANDREAU. Cashier. 

EDWIN P. MAYNARD, Comptroller. 



SEAMEN'S BANK FOR SAVINGS, 



, and in accordance with 
the savings jianic laws, tS» tho six months 

ending Dec. 81st. 1907. 

On accounts not oxceedlftt three thousand 
dollars at the rate of FOUJXB?ER CENT, per 

Payable on and' after UorvS8$ . Jan. 20th. 1008. 
DANIEL BAHNE3, President 
GEORGE M. HALSEY. Cashier. 

New York. Dec. 16th, 1907. 
Deposits made on or before Jan. 10th will draw 



Interest from Jan. 1st 



GREENWICH SAVINGS BANK 



.... and 16th S . 
.....E RATE OF FOUR PER i 
CENT. PER ANfcUM 



INTEREST AT;t 



■dlted de- 
il THREE- 
. . DEC. 31. 1907. on »'l t 
,. ..jiii five dollars to threo thourp-hd dot- r 
Ian. entitled thereto under the by-laws, pay- 
able Jan. 10. 190S. ,- I 
' JAMES QUINLAN. President. * I 
.CHARLES M. DUTCHER. Treas, • 
'J. HAMPDEN ROBB, Secretary- 



How Not to Do It. 



66 PUSHING YOUR BUSINESS. 

Importance of thrift — moral value, becoming independent, preparing 
for old age and the "rainy day," adding to self-respect, the foundation of 
success, the basis of credit, saving for a home, for an education, being 
ready for opportunities. 

Saving the first $100. 

Withdrawals at any time. 

Savings create capital — a reserve fund. 

Convenient location. 

Conservative management. 

Perfect equipment. 

Teach children saving. 

Age of institution. 

Officers interested in depositors' welfare. 

State regulation and supervision. 

Experienced officers. 

Figures of institution's growth. 

Prompt and courteous service. 

Large capital and surplus. 

Conservative loans — how secured. 

System in saving. 

Examples of actual experience. 

Home safes. 

"Burglar insurance." 

Physical protection — massive vaults, time locks, electric alarm signals, 
bank always lighted. 

Personnel of board of directors or trustees. 

In good times prepare for hard times. 

Certificates of deposit. 

Free booklets, home bank, calendar, etc. 

Putting money to work. 

NOW is the time. 

Quoting prominent men. 

Limit spending, not saving. 

Insuring the future. 

The needs of dependents. 

Open one evening in the week, until 8 o'clock. 

The large amount of new copy required in this campaign neces- 
sitated a constant effort to present old ideas in new form. Prob- 
ably all there is to be said about saving money has been said a 
great many times. The problem of the savings bank advertiser, 
therefore, is to say these things in a new way and to make a per- 
sonal application of the truths to the individual reader, his possible 
customer. 

As to the results of this particular campaign, it need only be 
said that the large number of new depositors secured as a result 
of the six months' campaign brought enough business to the bank 
in the course of that year to much more than pay the expense of 
the advertising. 



OPEN AN ACCOUNT 



.<^;^<A GrBEnviil8 Savil,2S Bank * Trusl C( ^*w c*^rK^Sa?/ 

** a *^S»^'*5^*^ , *^-\ GKEENVILLE. MISS" ? 1^ ^•^L?* 1 ^ •^■ 4 * , *£2' ♦' 



^"K£» ^^UJ**^4*»fh The Child to Save\^ 
*"~" *wc * c > *%^r^ST Merchants Bank, 




5**2SKs 












FUST 
UATIOTAL / fl 
BARL ge£ 




isS^i 



or 



Start Your Children Right 



Citizens s*vmg» Bank 




"As the Twig is Bent the Tree's Inclined.' 



68 PUSHING YOUR BUSINESS. 

ADVERTISING FOR THE FUTURE. 

The benefit of a campaign of advertising extends far beyond 
the period during which the advertisements appear. This is read- 
ily seen when it is considered that persons who are secured as de- 
positors and customers of the bank to-day through the advertising 
may continue with it, becoming constantly more valuable customer? 
of the institution not only because of the increasing size of their 
own accounts but also because of the many new depositors they bring 
to the bank from among their relatives and friends. 

In fact, advertising may be an endless chain and in cumulative 
effect its value may multiply as in an arithmetical progression. 

The details of the advertising campaign must be carefully looked 
after. It is especially important to keep a complete record of all 
facts in connection with the newspaper advertisements. There 
should be a careful checking up of space, position and insertions in 
connection with the bills for the advertising. 

LARGE SCALE SAVING. 

In connection with the suggestion made that savings arguments 
in advertising should be adapted not alone to persons of small or 
moderate income, the following extract from an address made by 
General Manager Hugh Chalmers of the National Cash Register 
Company, to the company's traveling salesmen, is interesting: 

Every man connected with our selling force ought to give himself a 
saving quota, just as we give him a selling quota. 

Our business is too hard a business, and requires too much mental and 
physical effort for a man not to save money out of it. 

You ought not to carry those trunks, and that baggage, and ride over 
the country day and night, for a mere living. I can name you a dozen 
businesses where you can make a living jnuch more easily than this. But if 
you are looking for the one chance of your life to accumulate dollars, you 
have it in this business. 

Save your money — save all you can. Five thousand dollars a year is 
not too much for some of you to save. I know when I had an agency for 
five years there was not a year that I did not save $5,000, and I had only a 
one-man territory to do it in. 

If there is a man selling our goods who cannot save at least $2,000 a 
year, let him look for some other business. This may sound harsh to you, 
but it is right. It depends largely on you whether you are going to do 
this or not. If you live up to $5,000 a year you cannot save $2,000, 

How not to advertise a savings bank is best seen by a glance 
at the illustration showing the advertisements of a number of New 



SAVINGS BANK ADVERTISING. 



York City savings institutions, taken from a single issue of a New 
York paper. 

The author has in his possession a copy of "The Ulster County 
Gazette/' printed in Kingston, N. Y., more than a hundred years 



Is Your Money 



making money for you ? The more of it you have 
employed for you, the less you need to work your- 
self. If you keep on saving and putting your sav- 
ings to work, the funded capital of your earning 
years will gradually take up the burden and you 
will not need to work at all. 

In the meantime you are insured against hard luck or hard times. 
Have you ever thought about having some Honey 

At Work For You? 

If not, it is time you did if you have any regard for your future 
comfort or for the well being of those dependent upon you. 

Now is the time to begin to save. If you want to start on Yhe 
road to financial independence, "or if you have started and would 
like help and encouragement, it will pay you to send for "YOU and 
the Rainy. Day," a handsome booklet just issued by The National 
Bank of Commerce in St. Louis. 

It contains 28 pages of practical financial advice, telling how to lave and 
make money. It also describes the 3% Certificates of Deposit of thii 
$86,000,000.00 hank, which are issued in sums of from $50 up and arc oegOr 

tiable and renewable annually or semi-annually. 

Send today for your copy of this valuable free book- 

The National Bank of Commerce 

in St Louis 
Broadway and Olive Street 

A Real Savings Ad for a National Bank. 



ago. Some of the advertisements in this interesting old publication 
are exact prototypes of the formal business card announcements 
used by many banks to-day, ostensibly for the purpose of getting 
more business. 

Some advertisers have not learned much in the past century 
of progress. Cold figures and bald statements, devoid of interest 



70 PUSHING YOUR BUSINESS. 

and life, are not the best thing in the world with which to touch 
human nature. 

So long as it is true that the great majority of us act upon 
feeling to a large extent it behooves the advertiser to mix as much 
human interest as possible with his logic in advertising. You make 
a very strong bid for business when you appeal both to the common 
sense and the impulses of your prospective customer. 

It is not meant to say that formal card announcements should 
never be used by banks. The use of such advertising in financial 
publications is not open to such serious criticism because there they 
are read largely by bankers who understand banking facilities and 
do not so much need the educating, personal style that ought to be 
addressed to the public at large. 

But appealing for general business is an entirely different prop- 
osition. For newspaper advertising, the stilted, official card an- 
nouncements of banks are well nigh useless because they are not 
business getters. 

That style of advertising is cold and austere. Like the massive 
stone walls and iron bars of the bank building itself, it is more 
repellent than attractive. Nevertheless, it is probable that some 
banks will be using that style of publicity a hundred years from 
now, but it won't be the same banks that are doing it to-day if they 
once learn the better way, for then they will find results so much 
better that they will never revert to that style. 

There is no better illustration of the card announcement style 
in bank advertising than the stereotyped form of newspaper adver- 
tising being done by the New York city savings banks. 

These advertisements are all cut from the same cloth. 

It would seem that if the purpose of this advertising was to get 
more depositors for the banks, the advertisers fell far short of 
their opportunities and wasted good money in expensive newspaper 
space. 

Of the ten advertisements reproduced, only one — that of a de- 
partment store private bank — makes a direct personal appeal for 
depositors, although several of the others do so by inference or 
implication. 

It is not for lack of talking points, either. One of the banks, 
the Bowery Savings Bank, is said to be the largest savings bank 
in the world. One states that it is paying its 177th semi-annual 
interest dividend, another its 109th. All of them are paying four per 



SAVINGS BANK ADVERTISING. 



71 



cent, interest, which is higher by from % to 1 per cent, than is 
allowed by many savings banks throughout the country. 

There is no law that compels the New York savings banks to 
advertise in this perfunctory way. But even if it were com- 
pulsory, is there anything to prevent their doing some real adver- 
tising in addition? 





The Main Highway to 

Success Is the 

Savings Account 






Not One man in a thousand that 
ever gets/a start in Hie (unless he in- 
herits it) does so outside of the .beaten 
path, of Tfegu?ar .savings. It is the 
one safe, sure way of getting on your 
feet Gei u ahead a few hundred dol- 
lars. It will open /the way to better 
things. 

Let Your Savings Work Too. 






Des Moines Savings 
Bank 

Eight Millions of Resources 
N. W. Corner West Fifth and Walnut 





The Right Idea. 



But perhaps they do not want any more deposits. 

By way of contrast, a real savings advertisement is shown. The 
interesting thing about it is that it is not the advertisement of a 
savings bank at all, but of one of the greatest of the national 
banks. In common with the advertisement of the department irtore 
bank, it has a particularly strong feature psychologically — the offer 
of a free booklet and the request that the reader do something 
definite at once, viz., send for the booklet. 



72 PUSHING YOUR BUSINESS. 

"INSPIRATIONAL" COPY. 

Too much savings bank advertising consists solely of glittering 
generalities on the subject of thrift. 

Savings maxims are good, but it's a long time since Benjamin 
Franklin got out his "almanacks/' and some of "Poor Richard's" 
sayings are rather trite now. 

Most persons realize that it is a good thing to save money and 
that it is foolish to spend it extravagantly. 

The true mission of the savings advertisement, therefore, is to 
induce the reader to act now, to do something definite — to begin at 
once to save systematically and deposit regularly. 

The question naturally arises : What is the best way to do this ? 

The answer is INSPIRATIONAL COPY. 

One of the most popular of the general publications is "Success 
Magazine." A principal reason for the popularity and success of 
that magazine is to be found in the forceful, inspiring editorial 
matter it contains from the pen of its editor and founder, Dr. 
Orison Swett Marden. 

Reading that kind of literature makes men and women resolve 
and do things. 

There is no doubt at all about the value of such articles. Many 
a young person has been inspired to successful efforts by reading 
of that nature. 

As the chief object of all advertising is to induce action — to 
get people to do as the advertiser suggests, is it not reasonable to 
say that advertising copy that is enthusiastic and inspirational is 
best because most likely to bring action in the desired direction? 

Now, for some concrete illustrations. 

Following are portions of the copy for five advertisements pre- 
pared by the writer for the savings department of a national bank 
in a Middle West city: 

CONCENTRATION AND ENTHUSIASM. 

These are two big words — big not only in the number of let- 
ters they contain but big in the importance of what they stand 
for. 

These two qualities of mind have been responsible for a 
tremendous total of success in the history of the human race. 
Very little that is great has ever been accomplished without 
them. 



SAVINGS BANK ADVERTISING. 73 

Concentration provides the guiding rails — the direction; en- 
thusiasm is the steam — the motive power. Together they are 
irresistible. 

This applies to the matter of saving. You need to concen- 
trate your efforts to save money. Having an object in view — 
getting an education, establishing a nome, providing for old age — 
will give you enthusiasm. 

AN ANCHOR TO WINDWARD. 

Sailors know the wisdom of having an anchor to windward. 
That precaution has prevented many a disaster. 

To have a money surplus — capital in reserve — is simply throw- 
ing an anchor to windward. It will prevent your drifting onto 
the rocks of dependence and want. 

The time to build up a reserve, a safeguard for the future, 
is now when you are strong and able to work and sacrifice. You 
don't know about the future, but you do know that now, to-day, 
you are able to earn and save. Make the most of your present 
opportunity and prepare yourself for greater ones later on. 

LINE OF LEAST RESISTANCE. 

It is natural and easy to follow the line of least resistance. 
But it is doing the hard things that develops strength and char- 
acter. 

It is the easiest thing in the world to spend money foolishly 
or carelessly. It takes strength and determination to resist the 
temptation to do so, but successfully resisting the temptation 
brings two rewards — a stiffening of your mental and moral 
backbone and an increase in your material resources. 

We want to help you all we can in your efforts to get ahead 
financially — to create a tangible proof of your accomplishments 
in the shape of money saved. 

YOU CAN BE RICH. 

Poverty and riches are relative terms. That is, some persons 
can be rich with a thousand dollars and some poor with fifty 
thousand. 

But there is no reason, aside from physical disability, why 
you or any other person in this country cannot acquire at least 
enough wealth to make it possible to spend the declining years 
of life in comfort and without work or anxiety concerning the 
necessities of life. 

It is merely a matter of so regulating the habits of life that 
you will systematically save a portion of your income and deposit 
it regularly in a safe interest-paying bank like this. 

The truth of this is proved by the experience of thousands 
of successful men and women. 



74 PUSHING YOUR BUSINESS. 

WHAT WILL YOU DO ABOUT IT? 

You undoubtedly realize the importance of systematic saving. 
You have read and heard a great deal about the folly of ex- 
travagance and the wisdom of economy. 

You have seen actual instances of the disastrous results of 
the former and the happy consequences of the latter. 

Now, the question is, What are you going to do about it as 
regards your own habits? Will you start to-day to save a por- 
tion of your income regularly or will you continue to procras- 
tinate and postpone the start until "a more convenient season?" 

Doing something definite will help you. Come into this 
bank as soon as you possibly can and open a savings account 
even with no more than a dollar. 

The writer lays no claim to literary ability, but in these ad- 
vertisements at least an attempt has been made to get away from 
the common style of savings advertisement which makes use of 
such platitudes as the following: 

The Rainy Day. 

The Foundation of Fortune. 

Harvest follows seed-time. 

A dollar saved is a dollar earned. 

The secret of success. 

Have you an account with us? 

Saving is a habit. 

Now, it is not meant to criticise the idea contained in the aoove 
expressions, but only the use of the same words in the same old 
way that has been used by savings bank advertisers from time im- 
memorial. Nor would we forget that there is constantly coming 
up a new generation to which these stock phrases are new. 

The point is this, the rugged truths expressed in a jerky, dis- 
connected way may be enough to remind the reader that he ought to 
save money. They may make him say to himself: "I ought to do 
that." Whereas, a stronger, more logical and more action-com- 
pelling appeal is likely to lead him to say: I will do that." 

It is the human will that the advertiser has to deal with, and 
in writing an advertisement it is well to consider the various factors 
that tend to influence the will. 

Turn the searchlight inwards. What is it that moves your 
will? You do not need to be a profound student of psyschology to 
be able to trace cause and effect in your own case. 



SAVINGS BANK ADVERTISING. 75 

You will be surprised, perhaps, if the result of this self ex- 
amination proves to you that oftentimes you do not act as the result 
of cold logic or reason, that perhaps in the majority of cases call- 
ing for a decision you decide in a certain way because you have 
been moved in that direction by your feelings, your emotions. 
Possibly you have first been convinced logically that the thing is 
right, that the course is the proper one, but your action has been 
impelled by some enthusiasm or inspiration that has been com- 
municated to you from an extraneous source. 

In short, the gist of the whole matter as it relates to savings 
bank advertising is this: 

Use a strong, unusual heading and good typography, or illus- 
tration, to get the reader's attention. 

Then hold him with all the personality, enthusiasm, human 
interest and literary charm you can command. Give enough facts 
to satisfy the mind, and, finally, give expression to optimistic, in- 
spiring ideas, thoughts that will make the reader do as you want 
him to do. 

Jonathan Edwards and the preachers of his day in Colonial 
New England were in the habit of dividing their sermons into 
three parts: 

1. The Introduction. 

2. The Argument. 

3. The Application. 

It was in the latter part that Edwards was accustomed to make 
his wonderfully successful appeals. He preached a sermon en- 
titled "Sinners in the Hands of an Angry God," in which he made 
sinners feel that they were hanging by a single hair over the 
yawning mouth of hell. 

A contemporary writer relates how persons with guilty con- 
sciences hearing this would frantically grasp the benches and 
pillars as if to keep from sliding into the awful abyss. 

It is not the writer's wish to convey the idea that people can 
be or should be so scared into saving money, but, this illustration 
is used to emphasize the fact that it is possible to move the human 
will by the use of words, and it is the author's belief that a study 
of this ubject cannot help proving advantageous to the writer of 
advertising, whose success in his work is measured by the results 
obtained from the advertising matter which he prepares. 



76 PUSHING YOUR BUSINESS. 

It is a noteworthy fact that this element of enthusiasm, or in- 
spiration enters into the work of practically every person who has 
been unusually successful as a writer of advertisements. 

It has been said that a poet is born, not made, and Cicero wrote 
of a certain ''divine afflatus," without which no one becomes great, 
but we have no reason to believe that advertising men are in the 
same category as poets or that they must be inspired. 

But there is an advertising "afflatus" that can be cultivated, 
and it pays to cultivate it, because it bridges the chasm between 
mediocrity and superiority. 

INTERESTING THE CHILDREN. 

The following article by Andrew Price in the July, 1908, num- 
ber of "The Bankers Magazine" is of value in connection with 
savings bank advertising: 

In conjunction with their efforts to increase and enlarge the scope of 
their business, the progressive savings banks of the country are spending 
large amounts in advertising, in the attempt to educate the people in the 
importance of thrift. Thus we can hardly pick up a newspaper or magazine 
but the words "Economize," "Be Thrifty," "Start Saving Now," or count- 
less other similar expressions catch our eye. Yet, for all this, conditions 
seem to be about the same as formerly and there appear to be as many 
poor and destitute in our cities. But this apparent lack of results by no 
means proves that the banks are on the wrong track in attempting to 
educate the public, only, that they have not selected a receptive class of 
pupils. They are only mistaken in trying to teach a man of mature years 
how and why to save, for it is as hard to do this as it is to break an old 
dog of bad tricks. A man whose habits are all formed and who has felt 
the burden and responsibility of a family for a number of years, finds it 
difficult to change his plan of living, even though he realizes his errors. 

Savistg Habit Should Be Formed Early. 

However, it is entirely different with a child, for he is susceptible to any 
influence that is brought to bear upon him, and when shown the sins of 
extravagance and made to realize the pain and deprivations which are 
attendant upon wanton waste, he readily concurs in all endeavors to better 
his condition, and as a result acquires the habit of thrift. Thus we see 
the salvation of the bank and all commercial enterprises to a great extent 
lies in the education of the child, and that by his instruction along proper 
lines the result will be obtained which has long been sought for by banks. 
This fact was appreciated by the Germans some eighty-seven years 
ago, when there was established in Geslar a system of School Savings 
Banks, which has since been adopted by all the leading countries of 



SAVINGS BANK ADVERTISING. TT 

Europe. The wonderful success of the plan abroad attracted the atten- 
tion of prominent bankers and educators in the United States, and as a 
result it was established here in 1885. Since that time its growth has 
been phenomenal; the plan having been adopted by more than 1098 schools 
in 113 cities in 22 states up to January 1, 1907. Its principal value to 
the people as a whole, and the one for which it was created, is the teach- 
ing of thrift, but it has proven profitable to savings banks in another 
respect, which is as a growing asset. 

CLOSE CONTACT NECESSARY. 

The great problem of savings banks is how to reach and come in 
close contact with the people. Many schemes have been evolved; many 
plans tried and many theories advanced for the accomplishment of these 
results, yet the question still troubles the minds of many. We have heard 
stories of successful insurance agents and their ability to get hold of the 
very heart-strings of a man by merely mentioning the name of his child, 
and thus write a large policy, but few of us have thought out the reason 
for this. It is simply the appealing to a man through that which is near- 
est and dearest to him — his child. Nature has given to every parent a 
love peculiar to itself; the love that sacrifices all for the object of its 
affection. And we see there really is a wonderful and eternal force which 
the insurance agent, like many others, had blundered upon and which, it 
is true, is often abused. However, a proper use of this element can be 
made to be very beneficial to a savings bank. 

The general interest in the development and growth of the younger 
generation causes the adults to be daily familiar with their actions, so 
that when the child comes home with his little school savings bank de- 
posit book, the parent naturally takes a great deal of interest and pleas- 
ure in inspecting it, as well as all printed matter the depository of the 
school savings bank may publish. Not only does this apply to the parent, 
but to most of the relatives and friends of the little depositor. 

CHILDREN AS ADVERTISERS. 

So, we see the bank which incorporates a system of school savings 
banks, or is made the depository of such a system, has the entree into 
the very heart of the homes of the mass of the people; that every school 
child, though ignorant of the fact, is the most valuable advertising agent 
the bank could have, for he at all times has the privilege of an audience 
with his parents and grown-up friends, and by merely manifesting- his 
interest in the savings bank wins the interest of those to whom he talks. 
The results of this can only be estimated at best. Not only does the bank 
receive the account of the child, which in itself is worthy of notice, but 
it often receives the business of the child's parents and friends. All the 
time it is building for "future business," the business of the boy when 
he has grown to be a man, while the system is a constant, inexpensive and 
most profitable advertising medium. Moreover, parents who are kept from 
depositing their small savings merely on account of pride, have their children 
act as their agents in so doing. School savings banks therefore bring the 



78 PUSHING YOUR BUSINESS. 

concern which they represent in contact with this class whom it has pre- 
viously been impossible to reach. 

As above stated, the deposit of the child is worthy of notice. The 
aggregate of school savings deposits of one Pittsburg bank amounts to 
more than 138,000. So profitable has this bank found this class of busi- 
ness that between the years 1898 and 1907 they had been instrumental in 
establishing the system in fifteen cities and towns, in which there were 
eighty-six schools and 1226 teachers. Their literature has been distributed 
among the homes by more than 57,500 students, of which number 33,635 
were depositors. 

It is impossible to know the exact results of this widespread publicity, 
yet it is safe to say that the bank owes a large share of its business other 
than school deposits, to the system of school savings banks. 

Strange as it may seem, it is the consensus that children are one of 
the most satisfactory classes to a bank. In the recent financial disturbance, 
bankers had the least trouble with the children depositors; and, unlike the 
other lines of deposits, these accounts increased during that period. 

A STEADY ACCOUNT. 

The amount of withdrawals by the children is always small and they 
occur very seldom. The account is practically constant and a bank can 
almost figure to a dollar the amount it will have to pay during a specified 
time, the knowledge of which fact is very beneficial. 

School savings banks are all based upon the same fundamental prin- 
ciple and differ only in operation. The Thiry System, which is in most 
common use, was deduced from the most successful European plans. It 
is simply the depositing of the savings of pupils with their teacher on a 
specified day each week. The teacher gives them credit on a blank pro- 
vided for that purpose and directly or indirectly turns the money over 
to a local bank, which pays for the necessary stationery, etc. The deposit 
slips are filled out by each individual pupil and the whole procedure re- 
quires about ten minutes or less per week. As it is a regular part of 
the school routine, no extra work is forced upon the teacher. Mr. Samuel 
Andrews, superintendent of the Pittsburg schools, says in a letter written 
December 17, 1907: "We have had school savings bank accounts for a 
number of years and the teachers, pupils and parents are all enthusiastic 
about the same." This proves the system adaptable to a city with a large 
number of schools. Spokane, Washington, uses practically the same plan 
in her twenty-one school houses as do the fifty-nine schools of Kansas 
City, Missouri, the twenty-two schools of Long Island City, New York, 
and many others throughout the country. 

Another plan, a rather later creation, is the Stamp System, which 
differs from the one just referred to, only in that the teacher when re- 
ceiving the deposits of pupils gives them stamps, which they stick on 
folders provided for the purpose, instead of a receipt or crediting the 
amount in books. This method has been adopted in the schools of Grand 
Rapids and other cities of Michigan and elsewhere. It is very successful, 
and especially attractive to the young depositors on account of the col- 
ored stamps, which seem to fascinate them. 



SAVINGS BANK ADVERTISING. 79 

A CONSTANT SOURCE OF DEPOSITS. 

Aside from any pecuniary interest banks may have in the plan of 
school savings banks, they are interested in them on account of their great 
civic force, for, as a result of their incorporation, pauperism is reduced 
and the consequent expense to the public necessary to keep this class. 
It aids greatly in the checking of all evil habits, and above all puts a check 
upon the alarming increase of the non-producing class, by educating the 
children to be producers and savers, and thereby helps in the idealization of 
American citizenship. 

In conclusion; These institutions are most valuable adjuncts to sav- 
ings banks. They bring the bank in the closest and most agreeable con- 
nection with the public. They act as a constant source of deposits, and 
are an everlasting and ideal advertising medium, at minimum cost. Their 
deposits are constant. They educate the public along lines which improve 
the moral, mental and financial status of the people. They are a great 
philanthropic enterprise and therefore appeal to every high-minded banker. 
They build for future business. 

HOME BANKS AS ADVERTISEMENTS. 

Probably more than half of the banks in the United States 
that have savings departments arc using some kind of a small 
home bank. While the kind of a bank used and method of handling 
has much to do with its effectiveness, it has been fully demon- 
strated that the use of even the cheapest and most unattractive 
and inconvenient variety is very helpful in encouraging savings 
and increasing deposits. It is no unusual thing to find savings 
banks, trust companies and national banks with savings depart- 
ments having from 15,000 to 25,000 in use. A trust company in 
Chicago has over 30,000 small banks in use, and a large trust com- 
pany in another large city is said to have recently contracted for 
100,000 home banks or safes. 

For quickly and effectively advertising a new bank the small 
safe cannot be excelled. It puts the bank in direct touch with the 
people, and gives the bank an opportunity to reach and talk with 
the depositor and explain the advantages it can offer, either 
through canvassers or by letter calling attention to the fact that a 
home safe will be loaned the depositor if he or she will indicate a 
desire for one, either by calling at the bank or asking to have it 
sent. 



80 



PUSHING YOUR BUSINESS. 



BANKING BY MAIL. 

As banking-by-mail accounts are largely savings accounts a con- 
sideration of the advertising of that branch of banking logically 
comes in this chapter. 

Just as the growth of the "mail order" idea has broadened mar- 
kets in the general business field, the establishment and growth of 
the "banking-by-mail" plan has widened the circle of many a 
bank's usefulness and greatly increased its deposits and profits. 

There are several classes to which banking-by-mail can be made 
to appeal with special force: 

To those who live where there are no banking facilities at all. 




MILLIONS OF DOLLARS A DAY 

Every day In the year millions of dollars In currency, checks and drafts pass through 

the United States malls^ going back and forth among banks 

and trust companies In various cities. Every day in the year 

likewise, other millions of dollars are transported In the 

same way going between customers and- business concerns 

la all parts of the country. 

Not a cent of this vast amount of money Is ever lost m 
i transit when the simple methods .of protection provided by 
I the Post Office and "Customary In business are used. 

This is,one feature of the reasonableness of depositing 
money .by maihwith a strong financial institution like" the 
Hampden Trust Company, which many people in this part 
of the State are now doing with entire satisfaction. 

This whole subject is explained in an interesting free 
book, "THE REASONABLENESS OF BANKING BY MAIL." which 
will be sent you promptly upon request. This book tells 
you how your surplus money can earn 3% Interest with ab- 
solute safety of principal. 

us main strebt HAMPDEN TRUST CO., springfield. mass. 

BDWABD S. BBADFOBP. -President JOSEPH 43. ALLEN, Treasurer 



Banking by Mail Ad. Designed and Written by the Author. 



To those who live in places where banks either pay no interest 
at all on deposits or allow less interest than the banking-by-mail 
institution offers. 

To those who for any reason are dissatisfied with banking con- 
nections already established. 

While it is true that banking-by-mail has reached its highest 
development in cities where the banks are able to pay as high as 
four per cent, interest on savings accounts, there is no reason why 
banks that pay less than that can not successfully develop a busi- 
ness with out-of-town depositors who want to deal with a strong 
and safe institution even if it offers no higher rate of interest than 
the smaller institutions at home. 

There are so few objections to the practice of dealing with a 
bank through the mails that it is a great wonder that the plan was 
not tried long ago. However, its great development in the past few 



SAVINGS BANK ADVERTISING. 81 

A NEW IDEA. 

years in the case of many banks, especially several well known ones 
in Cleveland, O., and Pittsburgh, Pa., indicates that the idea has 
become firmly established as a legitimate and practical feature of 
modern banking. 

The fact of particular interest about banking by mail, looked 
at from an advertising standpoint, is that the business is abso- 
lutely dependent upon advertising for its very existence. 

People must know about the bank before they will trust it and 
send their money to it. 

They must be told about it convincingly or they will not respond. 

Mail Your Savings 

to the Bowery Savings Bank, New York, and get all 
the benefits that are gained, by the 140,000 depositors 
of this greatest of all savings institutions. Depositing 
by mail in 

THE BOWERY SAYINGS BANK 

Is at safe as it is convenient. Our booklet, " Banking 
by Mail," gives complete and detailed information, 
and will be sent free if you request it. 

THE BOWERY SAVIN6S BANK. NEW YORK 

ESTABLI SHED 1834 

For Mail Deposits. 

So here is a department of banking created and maintained by 
advertising, and the extent of its development is in direct ratio to 
the quantity and quality of its advertising. 

Newspaper and magazine space costs so much that th^ typical 
banking-by-mail institution does not expect to get more than a 
comparatively small part of its business direct from the original 
advertisements. 

It is a "send for booklet" proposition pure and simple. 

The advertisement must be attractive enough and strong enough 
to get the inquiry; the "follow up" must do the rest. 

TELLING THE WHOLE STORY. 

Space is needed to tell the full story of banking by mail — more 
space than it would pay to take in expensive mediums such as that 
in the magazines and "mail order" papers of large circulation. The 
booklet, circulars and form letters must be depended upon to give 
the subject the complete exposition it needs. 



83 PUSHING YOUR BUSINESS. 

The prime necessity naturally is to give inquirers ample ground 
for putting implicit confidence in the institution's strength and the 
honorable intentions of the men back of it. 

In cases where as high a rate of interest as from four per cent, 
to six per cent, is paid,, the advertising bank must explain pretty 
fully why and how it is able to pay such a high rate safely, because 
the great mass of people have long been taught to believe that un- 
usually high rates of interest are incompatible with safety. 

One way to do this is to explain how the bank invests its funds 
in great established industries in its home city or otherwise. 

As a rule, persons who send deposits by mail to a bank in a 
distant city are not thoroughly familiar with business methods and 
are especially ignorant of banking. One of the greatest require- 
ments in a good banking-by-mail booklet, therefore, is a very def- 
inite and complete statement of just what one has to do to open 
an account. 

The following excerpt from a particularly good booklet of this 
class will illustrate the right way to do this: 

1. Detach the slip attached to the back cover of this pamphlet — date 
and sign it, and mail it to us. This will give us a record of your authorized 
signature. 

2. Enclose with it your remittance — whatever amount you wish to 
deposit as a starter ($1.00 will do — no amounts received less than $1.00 
and no interest computed on fractions of a dollar) and we will promptly 
open an account with you, credit the amount received on our books and 
in the Depositors Pass Book which we return to you. 

3. The Pass Book serves as your receipt for amounts deposited — and 
is also a complete duplicate of your account with us — showing at any time 
just how you stand. 

4. Send us the Pass Book with the remittance, whenever you deposit. 
We return it to you. 

5. If you desire to draw out money — all you need do is to send us 
the Pass Book and say how much you want, on a conveniently printed form 
which we furnish for that purpose. If a portion of your account, we return 
the Pass Book with the withdrawal duly entered, showing how much you 
have left in the bank. If the whole amount on deposit is withdrawn we 
retain the Pass Book, as the account is closed. 

6. If the Pass Book is at any time lost, stolen or destroyed — notify us 
at once. 

HOW TO SEND MONEY BY MAIL. 

Send it in any shape most convenient to you — just as you would natur- 
ally remit to an out-of-town business house in making a purchase or pay- 
ing an obligation. 

By currency. 



A Christmas Assurance 

You will hardlv miss the small amount ($34.20 year- 
ly), that is the cost of a Colonial Endowment Con- 
tract which Buatanfcvs $1,000 at the expiration of -0 
years-the same .vntract is available in periods of 5, 
10 and 15-veara. This contract is a discipline creating 
an obligation to save, and showing a round figure of 
profit at its expiration. 

ASBFOR.BOOKLETA. 

The (olpni alTrvst (ompany 

317 FOURTH AVE.-314-318 DIAM"** 

Capital 
$4,000,000.00^^ ^^ 



For the Baby 

Let one of -the baby's Christmas presents 
be the opening 6f an account in its name at 
this strong savings institution. The habit 
' of thrift should be taught to all children, aad 
the best tvay of teaching anything is by example. I 
means a great deal to a child for the future, not only L 
actual amount of mono>; accumulated during the years of 
childhood, but in the acquirement of the knowledge of 
money's real > 




Some Christmas Savings Bank Advertising. 



84 PUSHING YOUR BUSINESS. 

By currency in registered letter is more advisable, especially in 
amounts larger than $1.00 or $2.00. 

By P. O. Money Order. 

By Express Money Order. 

By your personal check. 

By check payable to yourself, received from a hay or grain buyer 
or other party. Endorse the check by simply writing your name across 
the back — which makes it negotiable. 

By draft, drawn by you in our favor — or 

By draft received by you in payment of an obligation from another 
party, and made payable to us by your endorsement. 

By postage (two-cent stamps, in sheets) for small amounts, when no 
other form of remittance is available or convenient. 

You can also send by express a large sum, received by you after 
banking hours, and which you do not wish to carry around with you. 

Or even by telegraph, in case you desire to deposit a sum in time to 
draw interest for the current month. 

We have a special arrangement by which we are able to receive and 
cash checks on local banks in any section — at face value — making no deduc- 
tion for exchange fees. 

The slip referred to is arranged thus: 



.190. 



People's Savings Bank & Trust Co. 
Savings Department. 

Below is my authorized signature, in which name I desire to open an 
account with you, in accordance with your rules and By-Laws. 



(Signature) 

Depositor 

(Address) 



As far as the main part of the copy for a banking-by-mail 
proposition is concerned, it is largely the same as should be used 
in the advertising of any savings bank, as outlined elsewhere in 
this book. 



SAVINGS BANK ADVERTISING. 85 

SOME SAVINGS LITERATURE. 

As illustrating a line of argument for savings accounts used 
successfully in the author's experience, several advertisements are 
reproduced herewith and following are extracts from some of his 
savings booklets. 

From "You and the Rainy Day/' written for the National Bank 
of Commerce in St. Louis: 

No matter who you are, where you are or how old you are, it is your 
duty to save money. 

Are you rich now? You may become poor if you don't save. 

Are you poor? You may become rich if you save; you will always 
remain poor if you don't. 

Without economy you can't be rich; with it you need not be poor. 

To have a surplus — capital in reserve — is simply throwing an anchor 
to windward. 

It will prevent your drifting on to the rocks of penury. 

If you already have capital, economy will preserve it for your use in 
times of greater need. If you have none you can acquire it by the same 
means. 

But you must have capital if you would get ahead financially. 

Youth is emphatically the time to begin to save, but it is never too 
late to start while your earning capacity is greater than the needs of 
yourself and those dependent upon you. 

But saving is a hahit, and, like most habits of life, in the great 
majority of cases it must be acquired early if at all. 

Indeed, the main ohject of saving in early life, is not so much the 
actual amount saved, which may be very small, as it is the formation of 
the habit of economy. 

It is an important moment when a young man or young woman begins 
to lay aside part of his or her earnings, because from that moment the 
person ceases to be a slavish dependent and becomes free, independent and 
self-reliant. 

Between the ages of thirty and forty the human machine is running 
most smoothly and powerfully. Difficulties which seem insuperable to the 
inexperience of youth or the over-caution of old age, are easily overcome 
by the energy, good judgment and courage of middle life. 

Perhaps the knowledge that his best productive years are so short 
causes n man to realize the necessity of making the most of them while 
they last. 

It ought to, at any rate. 

How is it with you? Have you reached that period, and can you say 
to yourself, as you think of those dependent upon you, "I am doing my 
duty by them"? 

Or does a feeling of sadness come over you as you look at the faces 
around your breakfast table and think that you have not yet been able 
to provide adequately for the future of your loved ones? 



86 



PUSHING YOUR BUSINESS. 



A man's duty to his family is not done when he provides for present 
necessities. He must also prepare for the future, which may be a time 
of storm and stress. 

If in the years gone by you have saved money and invested it wisely, 
you can approach middle life and declining powers without worry even if 
your income has never been a large one. 

Just when you are about to lay down the severest burden of work, your 
judiciously invested funds take it up for you and from that time on you 
do less work and your capital does more. 

It is better to sacrifice a little now than to want much later. 

There are some who affect to disregard material wealth. 



Q 



a 

©0= 



r 




Your Child's Future 

A SAVINGS ACCOUNT opened when your 
children are young wiO provide for their edu- 
cation and give them a proper ftart in life. 
You can open an account with this large safe bank with 

ONE DOLURZ^^rn 4% INTEREST 

cA BIRTHDAY FUND 

<jAn excellent mean* of providing ■ ton or daughter with an inheritance when they 
arrive at majority it. on each birthday to place to their credit with thu bank the lum 
of One pollar for each of the yean they have lived. These wmi, with inlereft. wB 
amount in twenty-one yean to over $300.00. not an inagnificant mm in itaeBi and 
mofi children, knowing that a bank account wu growing for them, will make coo- 
tinuoui effort* to add to the amount* of their taving*, thui (welling the aggregate, 
which would enable any young man or woman to ft art out in a b 



s^a 



The Citizens Savings <& Trust Co. 

Euclid Ave. near Erie St., CLEVELAND, OHIO 

ASSETS OVER 

THIRTY- NINE MILLION DOLLARS 



=D@ 



An Attractive Mailing Card. 



There is neither Gospel nor common sense in doing that, for while 
the love of money may be the cause of much evil, the lack of it is the cause 
of more. 

You are giving yourself and others a square deal when you save money 
and invest it so as to bring a good return with safety of principal. 

A reserve fund can not be created in a day, but is the accumulation 
of years of hard work and self-denial. 

"Without capital in reserve, hard times or individual misfortune will mean 
disaster to you financially. It may be hard for you to live within your 
income. It will be harder to live without it. With money saved and 
invested funds, you need not be without income even if your regular source 
gives out. 



SAVINGS BANK ADVERTISING. 87 

You are hurrying prosperity away from you if you neglect to provide 
now in these good times for future necessities. 

And at the same time adversity is humming down the track toward 
you at the rate of sixty miles an hour, and ahead of time. 

Economy will switch it off, and it's not too late if you heed the 
danger signal. 

Not everyone can be rich, or wants to be. But everyone can be 
thrifty, if he will, which is better. A common conception of thrift in this 
country is putting something away occasionally. But spasmodic saving 
accomplishes little. 

The habit of putting money away methodically has a double value. The 
money accumulated is, of course, a valuable resource, but the good quali- 
ties of head and heart and hand developed are worth as much for success 
as the money itself. 

Then there is another advantage in saving money. It helps cut out the 
worry that hinders you from doing your best work. For there is a worry 
that will undermine your strength if you glance around your home circle 
and realize that you have not saved a cent against the day when your 
loved ones may be left without the income that you are spending so lavishly 
now. 

If you are not saving money and the reading of this book makes you 
discontented with your financial condition and leads you to strive earnestly 
to better it, then it will not have been written in vain. 

From "A Rich Man's Advice/' written for the Missouri-Lincoln 
Trust Company, St. Louis, Mo.: 

John D. Rockefeller, the richest man in the world, says: 

"The American people are prodigal and our extravagance will have 
to be paid for by some one. People are taking advantage of prosperity, such 
as has never been excelled in this country, to be wasteful and extravagant. 
We are not saving up for the rainy day, for the time of need. How can 
one be ready for the glorious opportunities ahead of him unless he has 
cultivated the habits of economy and prudence? He must save all he can, 
in season and out of season." 

Perhaps you do not need the words of this successful man to make 
you realize the importance of saving money now. Probably you feel that 
it is better to sacrifice a little now, if necessary, than to spend all and want 
later on. But, and this is the important thing for you to consider, do you 
realize how important it is to save the small amounts? 

Not a few persons have a very good intention to save, but keep putting 
off the start until they "can save something worth while." 

If you are one of those persons, consider this: 

There are 365 days in the year. Take out 52 Sundays, and it will leave 
313 working days in a year. Now, if each working day you save small 
sums (from 5 cents to $2.00) and deposit the money regularly in the Sav- 
ings Department of the Missouri-Lincoln Trust Company and leave it there 
to draw 3 per cent, compound interest, at the end of five years you will 
have to your credit the sums indicated in the table below: 



PUSHING YOUR BUSINESS. 



Daily 


Amount 


Interest 


Total Amt. 


Saving. 


Deposited. 


Earned. 


Five Years. 


$0.05 


$ 78.25 


$ 5.50 


$ 83.75 


.10 


156.50 


11.00 


167.50 


.15 


234.75 


16.50 


251.25 


.20 


313.00 


22.00 


335.00 


.25 


391.25 


27.50 


418.75 


.30 


469.50 


33.00 


502.50 


.40 


626.00 


44.00 


670.00 


.50 


782.50 


55.00 


837.50 


.75 


1,173.75 


82.50 


1,256.25 


1.00 


1,565.00 


110.00 


1,675.00 


1.25 


1,956.25 


137.50 


2,093.75 


1.50 


2,347.50 


165.00 


2,512.50 


1.75 


2,738.75 


192.50 


2,931.25 


2.00 


3,130.00 


220.00 


3,350.00 



Suppose you had begun five years ago to save the small amounts which 
you have been spending foolishly all these years. Those savings and the 
interest earned would have made you much better off than you are now. 
Besides, you would have developed a habit of thrift and carefulness which 
in itself would be worth a fortune to you. 

But the mill will never grind with water that is past. Regrets are 
vain. The thing to do is to decide now to begin to save systematically even 
the small amounts. Then five years from now will find you much nearer 
the accomplishment of your ambitions than you are to-day. For the great 
majority of us there is no safer or surer way to financial success than 
persistent, systematic saving, and the best aid in that direction is a savings 
account in a reliable institution like the $12,000,000 Missouri-Lincoln Trust 
Company. 

The start is the hardest thing. Once you have opened an account and 
have experienced the pleasure of seeing the figures in your pass-book indi- 
cate a steadily increasing balance, aided by the semi-annual interest credits, 
it is comparatively easy for you to continue the good work. 

In order to make it as easy as possible for you to open a savings 
account with this great institution — the oldest of its kind in Missouri and 
one of the strongest in the United States — there is printed herewith a coupon 
in the form of a deposit slip. Sit right down now while this subject is 
fresh in your mind and fill it out, even if you have no more than $1.00 to 
deposit. 

Then bring the slip with your deposit to the bank (or, if more con- 
venient, mail it). Your name will be entered upon our books and you will 
be given a pass-book. 

Then you will be fairly started on that road to prosperity which has 
been trod by thousands of successful men and women everywhere. 

Take the first step now. 



CHAPTER VI. 

Trust Company Advertising. 

THE business of a trust company is of such a nature that it 
can be promoted with certainty by the right kind of pub- 
licity. 

And competition is now so active that the trust company must 
advertise even as a means of self-preservation, to say nothing of 
pushing its business. 

Owing to the great variety of services that it has to offer the 
public, the trust company has a broad field to work in and a 
strong and vitally interesting advertising story to tell. 

Because of the nature of the services such institutions render, 
there is great need of the strongest kind of confidence-inspiring copy 
in their advertising. 

Trust companies are fiduciary institutions. They ask people to 
trust them not merely with large or small sums of money left on 
deposit and subject to check, but they also seek the confidence of 
the public in the most intimate relations of business life, in the care 
of estates and in carrying out the sacred provisions of the last will 
and testament. 

In short, the trust company solicits not only the grave responsi- 
bility of the custody of money not its own, but it offers in some 
cases to assume entire charge of the temporal affairs of dependents 
and others who cannot or do not care to look after their interests 
in person. 

It is no light thing this that the trust company takes upon 
itself and it cannot present too strong proof of its worthiness to 
undertake such responsibility. When, on account of disability, or 
for some other reason, a man finds it impossible to manage his 
important interests properly and thus protect those whose happi- 
ness depends upon the wisdom with which those interests are hand- 
led, he wants assurance amounting to certainty that the trust com- 
pany offering its services for the work can be entrusted safely with 
the care of the property and that, moreover, his own wishes will 
be carried out conscientiously and prudently. 

It is a noticeable fact that in a very large majority of cases the 
most successful trust companies in different communities are those 
that do the most and the best advertising in their field. 



PUSHING YOUR BUSINESS. 



What has been said elsewhere in this book about the importance 
of strong, informative, humanly interesting advertising copy applies 
with equal force in the case of trust company publicity. If there 
is one point more than another that should be emphasized, it is 



More than the entire cost of 
administration has been saved 

to estates because of their careful handling 
by the Commonwealth Trust Company. 

On the other hand, many estates have .been 
dissipated by the carelessness, incompetence, 
incapacity or dishonesty of individual executors. 
You can insure your estate against this risk by 
appointing this Trust Company your executor. 

Having no personal interest in the matter, a 
reliable, experienced, well-organized 
corporation like this administers its trust 
impartially. In every way its services are 
more satisfactory than those of an individual 
executor, although they cost no more. Mr. 
W. V. Delahunt, Trust Officer, will explain 
this to you if you write or call. 

This company operates under stringent legal 
safeguards, and has Capital, Surplus and 
Undivided Profits of almost $6,000,000. 

Commonwealth Trust Company 

Broadway and Olive Street 
For Fiduciary Service. 



the special need there is that the trust company inspire popular 
confidence. Tn order to do this successfully, all the changes must 
be rung ably and persistently on such advertising assets as: Age, 
financial strength, personnel of management, extensive clientele, 
state supervision, examinations, and many other such "talking 
points" as are suggested at the end of this chapter. 



TRUST COMPANY ADVERTISING. 91 

EXPLAINING THE SERVICES OFFERED. 

Perhaps also the necessity for educational advertising is par- 
ticularly apparent in the case of trust companies, because these 
institutions are comparatively new and their functions are not so 
well understood by the public generally as are those of the banks. 

A campaign of education along this line, conducted with intelli- 
gence and skill, ought to be very fruitful for any progressive trust 
company. The opportunity to do some really strong, result-getting 
advertising in this direction is immense but only a comparatively 
few institutions in the country are making the most of it. 

Here is the way it can be done. Plan a complete series of 
newspaper advertisements, street car cards, and a "follow up" sys- 
tem consisting both of booklets and form letters. 

Don't try to tell your whole advertising story in one ad. or in 
one booklet. Tell your advertising story in small chapters, but 
keep it up regularly and people will soon look for it and be disap- 
pointed if they don't get it. 

Make each advertisement take up a new subject or treat an old 
topic in a new way. 

In your newspaper advertising try to keep the same position 
in the papers you use and maintain the same general style of typog- 
raphy, but CHANGE THE COPY and fill your space with strong, 
instructive, action-compelling stuff. 

If you are an officer of your company and have not the time or 
training to enable you to do this most effectively yourself, get some- 
body who can "deliver" this kind of "goods." 

The money you pay him for his services will not be an expense, 
but an extremely good investment. 

A good many trust companies have a savings department, and 
others either now have a banking-by-mail department or are con- 
sidering the advisability of soliciting accounts by mail. Sugges- 
tions on the advertising of these important branches are given else- 
where in this book. It need only be added here that, while the 
advertising literature for these two classes of business must be 
strong and convincing, the appeals for deposits must not be so 
frantic that the reader may draw the conclusion that the institution 
is terribly in need of the money. 

Strive to convey the idea in your advertisements that you are 
conferring the favor, and so emphasize the advantages that will 
jaccrue to the prospective depositor from his connection with your 



92 PUSHING YOUR BUSINESS. 

institution that he will not get the unfavorable impression that you 
are grinding your own axe too much. 

Make your advertising positive, not negative; constructive, not 
destructive, and always remember Shakepeare's good advice about 
being bold, but not too bold and that it is possible to "protest too 
much." 

WOMEN'S ACCOUNTS. 

Trust companies are especially well equipped to handle women's 
accounts, and practically every big trust company has a Women's 
Department, managed by a woman or with female assistants. 

The great talking points in advertising such a department are 
that it makes banking pleasant and easy for women and that it is 
convenient and economical for women to have a checking account 
and pay bills by check. 

Convenience to the shopping district, comfortable rest rooms and 
the relief from financial worry are also very strong features of the 
service that an up-to-date trust company can offer its women cus- 
tomers and should emphasize in its advertising. 

While it is wise to plan a complete advertising campaign in ad- 
vance and to have an appropriation set aside sufficient to cover the 
expense of it, the amount should not be figured down so close in 
advance that there would be nothing available for special occasions 
or emergencies, so to speak. 

In his criticism in the January, 1908, "Bankers Magazine" of 
the advertisement reproduced on page 91> the author said: 

"The full-page magazine advertisement of the Union Trust 
Company, of Pittsburgh, copied in reduced size, is one of the most 
striking financial announcements we have seen in some time, and is 
certain to cause discussion in financial and advertising circles. 

"The idea conveyed by the lion and the massive chain border of 
the design, is, of course, that of strength, and the design and the 
copy are appropriately tied up by the reference to the institution's 
stability. 

"There is only one question that arises in this connection and on 
this point we would like the opinion of the man who wrote this 
advertisement and of other advertisers. Would it not have been 
better to display the name of the company further down in the ad. 
and to use the top line display for an eye catcher and a link between 
the design and the copy? For example, something like this — OUR 
STRENGTH IS YOUR PROTECTION. 



TRUST COMPANY ADVERTISING. 93 

"The argument in favor of giving the major display to the name 
of the company probably is to get as much general publicity for 
the institution as possible, but is it not likely that just as much 
general publicity will come from the steady use of a distinctive 
typographical style and of bright, convincing copy, the whole stand- 
ing as much for the institution as if the entire space were taken up 
with its name in the boldest type? 

"The advantage of the idea we suggest is that it not only in- 
sures the same amount of general publicity value to the advertiser. 



Safety for Securities 

Considering the low cost and the perfect 
security of a box in a modern safe deposit 
vault, it is unwise to keep securities, insurance 
policies, savings bank books, deeds and other 
valuables in a house or office safe. The safe 
deposit vault does what no amount of insur- 
ance can do, — it actually prevents valuables 
from being burned or stolen. 
Boxes may be rerited at cither office. 

<^lb Colon? Crusit Co. 

A^BriidL. | Large* in Massachusetts j ., B I lnch , ^ e 
Ames Uuildin? { . . . . , } 5* Temple VUce 



A Well Balanced Ad. 

but, in addition, gives opportunity to emphasize some particular 
feature of the service the institution offers the public and serves to 
clinch the point made by the design, even in the mind of the hasty 
reader. 

"These seemingly minor points about advertising are important, 
because, after all, it is the aggregate of little things that makes the 
big things, and the advertiser should overlook no detail that might 
add to the effectiveness of his publicity." 

Following are some advertisements prepared by the author for 
the Hampden Trust Company of Springfield, Mass. ; 






THE UNION 
TRUST COMPANY 

OF PITTSBURGH 

With a capital of $1,500,000,. and surplus of $23,000,000 
this institution ranks easily first among the strong trust 
companies of the world. 

It conducts a conservative business along the following 
lines : 

(1) TRUST DEPT.— Transacts a general financial and trust company business. 

Acts, under authority ol the law, as executor, administrator, trustee, etc. 

(2) BOND DEPT.— Buys and sells high grade Investment securities; bond list 

on application. 
(3; FINANCIAL DEPT.— Allows Interest on deposits ot Individuals. Ilrms and 
corporations. 

(4) REAL ESTATE DEPT.— Manages, buys, sells, rents and appraises Pittsburgh 

city real estate. 

(5) SAFE DEPOSIT DEPT.— Rents sale deposit boxes In lire, burglar and moth 

proot vault. 
Stores, at special rates, silverware, etc. 

Correspondence on any of these subjects 
will receive prompt and careful attention 

OFFICERS 

H. C. McELDOWNEY, President 

A. W. MELLON, Vice-President H. W. GLEFFER, Treasurer 

J. M. SCHOONMAKER, 2d;Vice-President SCOTT HAYES, Secretory 



DIRECTORS 



H. O. ERtCK. 
P. C. KNOX. 
W. N. FREW. 



a. 0. EOWNES, 
R. B. MELLON, 
H. O. McELDOWNEY, 



B. P. JONES, Jr. GEO. E. SHAW. 

JAMES H. LOCKHART, J. M. LOCKHART, 
GEORGE I. WHITNEY, HENRY PHIPPS. 

J. M. SCHOONMAKER, E. C. CONVERSE. THOMAS MORRISON; 

WM. B, SCHILLER, A. W. MELLON, WILLIAM Q. PARK. 



A Strong Advertisement. 



TRUST COMPANY ADVERTISING. 95 

TRUST COMPANY EXPERIENCE. 

Experience is one of the greatest elements of value in the service of 
a trust company. The individual trustee may not be called upon to handle 
more than one estate in his lifetime, but it is the CONSTANT business 
of this company to discharge such duties and responsibilities. 

We invariably retain expert legal talent. This counsel is available, 
without additional expense, to every estate we handle, large or small. 

Necessarily, likewise, we have in our organization men especially expert 
in the various branches of trust administration, and it is not the experience 
of one man, but of many. There is such a thing as "collective" experience 
and "collective" honesty. We have it and we consider it one of our best 
assets and one of the strongest bids we can make for your business. 



SAVE TROUBLE AND CONFUSION. 

One of the best recommendations for a trust company as administrator 
is that when a trained, efficient organization like that of the Hampden Trust 
Company handles an estate, the records required by the court are sure 
to be full, exact and definite. 

The indifference of the average individual administrator to the re- 
quirements in regard to reports, appraisements and such details often 
results in trouble and confusion if not actual loss of money to the estate. 

You can do nothing wiser than to place your interests in the hands 
of this experienced and thoroughly responsible trust company. 



LET US HELP EACH OTHER. 

We are looking for more business, and naturally we will do all in our 
power to show you that we value your business when you intrust it to us. 

We want the people of Springfield and vicinity to know that there 
is an individuality, a personality about the Hampden Trust Company, 
that its officers are approachable ana glad to be approached. 

We believe that it is one of the functions and privileges of a Trust 
Company to place at the disposal of its customers the benefit of its ex- 
perience. We are always ready to give information and advice on finan- 
cial and business matters. Do not hesitate to cail on us. 

Come in and get acquainted with us for our mutual advantage. 



FIRST PLANK IN OUR PLATFORM. 

Integrity is the biggest word in the business world to-day. Although 
the Hampden Trust Company has Resources of almost $1,900,000, it- 
officers consider that its most valuable asset is the long record of upright- 
ness and square dealing possessed by the men back of the company— a 
record made not only in their conduct of the affairs of the company and in 
caring for the interests of its customers, but in every particular of their 
own private and public life. 



96 PUSHING YOUR BUSINESS. 

It is this integrity that assures the customers and depositors of this 
institution that it/affairs and their interests will be honestly °oked after 
and that the funds of the company, the ability and experience of its 
officers and directors, will be properly used-in short, that the name of 
?Ws7nstttution is a synonym for all that is clean, reliable and substantial. 

PROFITABLE HANDLING OF ESTATES. 

Estates are sometimes frittered away because of unfaithful or in- 

COmP Whe n n ^S^lZS&r cares for an estate, its provable 

haU ^!^r:^^7f able and upright officers in the matter of 
investments; their familiarity with probate law, the aw of descent .and 
distribution; their financial responsibility and connections, and their op- 
portunities for advantageous disposition of the property coming into their 

^ These, in brief, are some of the points of superiority of the corporate, 
as compared with the average individual administrator or trustee. 



TRUST COMPANY MACHINERY. 

A trust company cannot be too well prepared to perform the very 
important duties that devolve upon it-even in the mechanical features. 

Besides having the brains, experience, integrity and financial respon- 
sibility fitting us for the performance of the work entrusted to us with the 
sanction and under the supervision of the commonwealth, this company 
uses the most up-to-date and scientific methods of accounting and the best 
available equipment for the quick and accurate handling of business. _ 

We consider our impregnable Safe Deposit Vault part of the equip- 
ment of our trust department, as it gives absolute safety to the perishable 
but very valuable papers of the estates and individuals whose interests we 
look after. 

COLLECTIVE EXPERIENCE 

There is such a thing as "collective experience" too. In the general 
administration of trusts in all their details, a corporation like the Hampden 
Trust Company has the advantage of employing men to do that very 
business and nothing else. m 

In the case of an individual trustee, one man, possibly inexperienced, 
must supervise all the details of the trust whereas in the case of an in- 
stitution like this, authorized under the most stringent safeguards to act 
in every fiduciary capacity, the work is divided up among specialists and 
in this way trusts are looked after or estates handled with the greatest 
possible economy of time and money. 

It pays to employ this kind of service. 



TRUST COMPANY ADVERTISING. 97 

DON'T TAKE CHANCES. 

You run a good many chances when you place a trust, such as the 
handling of an estate, in the hanas of an individual trustee. 

He may be inexperienced; he may prove incompetent or dishonest; 
he may be burdened with other duties; he may be absent when his presence 
is most needed; he may meet with an accident, become ill or mentally un- 
balanced; he will surely die, possibly soon. 

In short, he is subject to every human misfortune, and your interests 
in his charge are imperiled accordingly. 

Avoid these risks by committing your trust to a corporation, like 
this strong company, which is legally empowered to act as trustee, is sur- 
rounded by every possible safeguard, has had wide and successful ex- 
perience, and WHOSE LIFE IS PERPETUAL. 



TRUST COMPANY AS TRUSTEE. 

Under this term are several forms of service, among them: Admin- 
istration of estates left without wills; receiver or assignee of enterprises 
in financial difficulties; agent for persons who want to be relieved of the 
management of their own business and property affairs. 

A corporate is better than an individual trustee, because: It never 
dies; it is never absent or too busy for immediate action; and doing its 
work by the collective judgment and efforts of several experienced per- 
sons, it is superior to individual human frailties of judgment and conduct, 
which so often result disastrously in the case of a one man trustee- 
ship. 

In addition to the faithful and efficient performance of such trust 
functions, this strong and strictly supervised company does a general 
banking business, providing all the facilities and safeguards of a proper- 
ly conducted bank and in the Safe Deposit vault giving absolute security 
for valuables at very low cost. 



COLLECTIVE HONESTY. 

It is possible for an individual to prove untrue to a trust placed in 
his charge and, unfortunately, instances of the fraility of individual human 
nature under such circumstances are far too common. 

But it is an almost unheard of thing for a (/roup of men associated 
together to go wrong at one and the same time, especially when each one 
of them has behind him a long, clean record in the community. 

One of the great elements of strength in a corporation like the 
Hampden Trust Company lies in the fact that the "collective integrity" 
of its board of directors provides a system of checks and balances which 
make anything but the strictest honesty in the transaction of its business 
an impossibility. 

This protection is in addition to the strongest legal, physical and 
financial safeguards which it is possible for a customer to demand or 
receive. 



PUSHING YOUR BUSINESS. 



COLLECTIVE ABILITY. 



A man may be perfectly honest and he may have had considerable ex- 
perience, but it is not likely that he will reach the fullest measure of busi- 
ness success unless in addition to honesty and experience he has ABILITY. 

Ability is another word for power — it makes honesty and experience 
effective. Employing the Hampden Trust Company in matters of trust, 
you have the benefit of multiplied ability. 

That is, all of the officers and directors of this company are men of 
demonstrated business ability. Their combined or "collective" ability 
works for YOUR benefit when you employ us. 

Remember, the strength of this company is five-fold — unquestioned 
integrity, proved ability, extensive and successful experience, ample re- 
sources and legal safeguards. 

SUBJECTS FOR ADVERTISEMENTS. 

Good talking points for trust company advertising are suggested 
below. The idea is not to use just these phrases in advertisements, 
but they indicate topics that can be profitably developed in trust 
company advertising, each idea making the text for an advertise- 
ment. 

Personnel of management. 
Capital, surplus and reserve. 
Directors that direct. 
Carefulness in loans and investments. 
State supervision. 
Registry of bonds and stocks. 
Transfer and fiscal agent. 
Personal supervision by officers. 

Investment department, bonds, etc., for trust funds. 
Handling real estate, paying and collecting rent. 
Paying taxes, insurance, etc. 
Auditing and regular examinations. 
Employees handling securities are bonded. 
Modern and complete office equipment. 
Free advice of officers. 

Making and carrying out provisions of wills. 
Promptness, fidelity, courtesy. 

Collections on all points promptly and cheaply made. 
Quality of assets, doubtful paper charged off. 
Interest on time deposits and checking accounts. 
Executor, administrator, trustee, guardian, assignee, receiver. 
Interest on daily balances. 

Agent and attorney in fact of inexperienced persons and of benevo- 
lent and religious institutions and orders. 
Agent and attorney for non-residents. 
Depository for fiduciary officers. 
Liberality, accuracy, stability. 






Trust Department 

After spending your life accumulating property. Be 
as careful in selecting an executor as though choosing 
a manager of your business. 

.The Union Trust Company has a perpetual charter, 
will accept the trust if appointed as executor of your 
estate, and will retain possession of your property 
until every provision of your will is executed. 

It is organized primarily for this purpose and has 
the time and ability to attend to the details of such 
work. 

Its management guarantees the faithful discharge 
of all trusts committed to it. 

Union Trust Company 

of Spokane 



OFFICERS AND DIRECTORS 



D.W.Twohy 
President 
D. C Corbln 
Peter Larson 
James Monaghan 
John A. Finch 



W, J. C Wakefield Jas. C Cunningham 



Vice President 
T. J. Humbird 
Geo. S. Brooke 
R. B. Paterson 
Fred B. Grinnell 
J. P. McGoIdrick 



Sec'y-Treasurex 
Jay P. Graves 
T. L Greenough 

D. K. McDonald 

E. J. Roberts 



100 PUSHING YOUR BUSINESS. 

Comparative statement of growth of institution. 
Send for free booklet. 
Giving information to the public. 
Legal depositary for trust funds. 
Discounting business notes. 
Safe deposit department. 

Making audits for corporations, municipalities, institutions and indi- 
viduals. 

Trustee under mortgage securing bonds. 

Making loans to depositors. 

Banking by mail. 

Handling conservative and meritorious construction enterprises. 



Two Bank Accounts 

Many people, especially those Who 
reside out of town, find it conven- 
ient to have two bank accounts. 
The opening of an account with 
the Old Colony Trust Company 
does not necessarily terminate the 
depositor's connection with other 
banking institutions. Interviews 
invited. 

0Vb Colon? Wcv&t Co. 



Largest in Massachusetts | 



A Good Point. 

As much attention to small as to large accounts. 
Trust funds kept separate. 
Guaranteeing real estate titles. 
Handling fraternal and secret society finances. 
Total amount of interest paid in history of company. 
Trust company does not die, go insane or otherwise become incapaci- 
tated. Other advantages of corporation over an individual. 
Large reserve in cash on hand and in banks. 
Clearing-house arrangements. 
Detailed report to banking department. 
Inquiries about assets, management and policy welcome. 
Company independent of control of any single interest. 



TRUST COMPANY ADVERTISING. 

Depository for state, city, court and trust funds. 

Tell all about checks. 

Tell about physical safety (from fire, burglary, etc.). 

Property in escrow. 

Let us be your bookkeeper. 

Women's department. 

Checking accounts for women (convenience, safety, etc.). 

Distributing incomes. 

Investing trust funds for widows and orphans. 

Interested in welfare of customers. 

Convenience of location and facilities in banking quarters. 

Correspondent banks and collection facilities. 

Facts about industries and geographical advantages of community. 



CHAPTER VII. 

Investment Advertising. 

TO be most successful, investment advertising requires: 
Expert acquaintance with all the facts relating to the 
Investments offered; 

Thorough knowledge of human nature; and 

Consummate literary skill — the power of expression and the 
ability to handle words as tools. 

The character of the investment, and the strength, organization 
and prestige of the house offering it are important. But, these 
things being equal, the house that does the best advertising will do 
the most business. 

This has been proved so conclusively by actual results that it 
may be accepted as an established fact. 

It is equally axiomatic that the old-fashioned card announcement 
style of advertising will not bring results, especially in competition 
Avith modern advertising methods which are gradually being intro- 
duced by investment advertisers. 

Writing investment copy is particularly hard because the exig- 
encies of the case require that the advertiser ask the reader to turn 
over to him a portion of his hard-earned, or, at least, much cher- 
ished, money, possibly without giving anything immediately tangi- 
ble in return. 

The obvious course for the investment advertiser, then, is to 
work to inspire two things in the mind of the prospective investor, 
viz., a strong belief that it will be to his advantage to make the 
proposed investment, and the utmost confidence in the one offering 
the investment. 

The first step is to make it very clear to the man with money 
to invest that when he invests wisely he does not part with his 
money, but merely puts it where it will work and earn for its owner, 
said: 

APPEAL TO SELF-INTEREST. 

Arguments appealing to the self-interest of the prospective in- 
vestor are: 

Large and sure profits being made by others in similar investments. 
Preparing for old age and financial independence. 



.ifVFSTMENT ADVERTISING. 103 

Regular income without work. 

Freedom from worry about the present and anxiety about the future. 

Actual figures of earnings from the investment in a certain period. 

Confidence-inspiring arguments include: 

Statement of the financial strength, the age, experience and high 
standing of the house offering the investment. 

References and testimonial letters from prominent business men and 
satisfied customers and clients of the house. 

Statistics, official figures and affidavits concerning the earning capacity 
of the investment. 

It is sometimes a logical thing for the individual investment 
advertiser to use his portrait in his advertisings as people like to 
know what manner of man is asking them to trust him. 

No matter whether or not you approve of the methods of 
Thomas W. Lawson of Boston, there can be no doubt that he is a 
shrewd advertiser. Through personal advertising Mr. Lawson be- 
came in a few months as well known as any man in public life in 
America. 

Mr. Lawson is the epitome of personality in advertising. He 
says: 

"My most effective force, my most powerful weapon is publicity. It is 
the irresistible instrument by the use of which I am enabled to strike, and 
by means of which it is possible for me to arouse people to action." 

A study of logic, psychology, legal rules of evidence and the 
principles of argumentation and debate is not a bad idea for the 
investment advertiser who wants to get right down to fundamentals 
and appeal for business scientifically. But, of course, advertising 
arguments must be clothed in an interesting dress, free from the 
heaviness and dryness of legal or scientific phraseology. 

Make use of the truths of pure reason and exact science as far 
as possible, but keep as far away from that kind of terminology as 
possible. For example, while it is all right to arrange an advertise- 
ment or a circular in logical order and make the copy lead inevitably 
to the conclusion you desire to be drawn, it would be folly to make 
a regular syllogism, with Major and Minor Premise and Conclusion. 

It is too bad that while bucket-shops and illegitimate invest- 
ment concerns are free to advertise as much and as strongly as 
they please, restricted only by the publishers who censor their copy 
to some extent, the legitimate broker on any of the large stock 
exchanges has his hands tied when it comes to promoting legitimate 
trading through up-to-date advertising methods. 



104 PUSHING YOUR BUSINESS. 

STOCK BROKERS' PUBLICITY. 

The New York Stock Exchange does not permit its members to 
advertise in any way except by means of a formal business card. 

Educational advertising is frowned upon, whereas there is no 
doubt but that if people at large could be taught more about the 

BONDS 

Surplus funds can 
]be most safely invested 
in Municipal. Rail- 
road and Public Ser- 
vice Corporation 
Bonds. 

Investments of this 
kind yield the highest 
income consistent 
with absolute security 
of principal, and we 
refer you to our July 
circular (which can 
be obtained upon ap- 
plication) for a varied 
and well selected list 
of bonds of this char- 
acter, in denomina- 
tions of $100, $500 
and $1,000. 

E.H. Rollins & Sons 

• UrganUed 1876) 

238 La Salle St., CHICAGO 

Boston Denver Sao Francisco 

Simple and Strong. 

true workings of the exchanges there would be less of a field for 
the operations of illegitimate investment advertisers. 

It seems to be a case of the get-rich-quick schemers having 
"stolen the livery of Heaven to serve the devil in," because if any- 
one is entitled to use the strongest and most scientific advertising 



INVESTMENT ADVERTISING. 105 

arguments it certainly is the man who has a conservative, high-class 
investment security to sell. 

That a new day is at hand in this field of advertising is proved 
by the following extracts from the author's "Banking Publicity" 
Department of "The Bankers Magazine": 

A NEW IDEA IN BOND ADVERTISING. 

Considerable interest is being manifested in the present-day publicity 
of some of the bond houses. One has only to contrast the bond advertising 
situation of to-day with that of a few years ago to recognize the step for- 
ward that has been taken, particularly in the line of advertising by some 
of the leading bond houses in the high-class general magazines. 

This did not attract particular attention at first, as it was thought to 
be merely an experiment on the part of one or two of the more progres- 
sive houses. But it is now evident that "a new idea" has been injected 
into bond advertising and one which, in fact, promises to be one of the 
most important developments in the history of financial advertising. 

While for years some houses have published an occasional advertise- 
ment in one of the popular magazines, this "new idea" now appears to 
have been adopted by a number of banks, trust companies and bond dealers. 

One of the first to enter the magazine pages in a definite wav, and as a 
pioneer in the new style of vigorous, informative advertisements, was the 
firm of Messrs. N. W. Halsey & Co. This house has many times given 
evidence that it was progressive as well as conservative. The firm is a 
careful student of modern publicity. When it began to place its advertis- 
ing in the high-class magazines it evidently did so in pursuance of a well- 
defined plan. That its "idea" was well conceived and carefully executed 
is indicated by an examination of the financial advertising pages of the 
"World's Work," wherein will be found announcements of several bond 
houses which have been awakened to the possibilities of the general maga- 
zine field. One of the most interesting features revealed by this examina- 
tion is the evidence that each house has a plan of its own. But practically 
all adhere to one feature which is undoubtedly the keynote of successful 
bond advertising in the magazines to-day, i. e., educational copy. It is 
certainly refreshing to see bond houses get away from the "ethical card" 
and inject a combination of "news-educational and human-interest-value" 
into their copy. Each house gets at this result in a different way. Two 
or three seem to have a more definite plan than the others. But they are 
all turning out copy which gives evidence of careful preparation. Right 
there is the vital point. If the bond houses are actually giving the sub- 
ject of advertising the same expert attention that they give other depart- 
ments of their business, then a new era in financial advertising has started 
indeed. Standing for all that is conservative and sane in the disposition 
of surplus funds, they have it in their power, through the instrumentality 
of advertising that interests and educates the average man, to wield a tre- 
mendous influence for good in the homes of the country. 

The advertisements of these houses are attractive, easily read, and 
thoroughly dignified. They prove interesting as well as instructive to the 
experienced investor, no less than to those who are inexperienced in this 



PUSHING YOUR BUSINESS. 



line. While adhering to uniform typography, each is different in appear- 
ance and text. The dominant purpose is to inform the reader as to the 
merits of the different classes of securities in which the firm deals and the 
character of the service rendered to clients. Yet, underlying all, is an 
intangible something which inspires confidence, reflecting, as it were, the 
very character, or composite personality, of the house itself. 

Bond advertising on these lines is certainly a "new idea," yet it does 
not in the least detract from the dignity of the house, and is a welcome 
departure, and one that the investing public undoubtedly appreciates. 



Municipal 
Bonds 



ARE direct obfigabont ol slatej, cou 



and credit of the various municipalise* and 
are unied m conformity with lawi enacted 
to keep municipal indebtedness within lafe 

property may be told by the municipality. 

Such coDecboni are only remotely aflected 
by periods of bunneu depression. Further, 



3%%to-*%% 

|N.W.HALSEY&CO. 

BANKERS 

I NEW YORK PHILADELPHIA 
CHICAGO SAN FRANCISCO 



Purchasing 
Municipal Bonds 

-Permanent Investment 

\Y /HUE the issuing of Munic- 
Y^ipal Bonds is governed by 
laws which operate to protect 
bondholders and afford them perfect 
safety, it is important that the same 
care be exercised in their purchase, 
as in the case of other forms of invest- 



It ■> v 



I, therefore, to purchasi 



iful experience 
which to base their judgment, and a 
reputation to maintain for reliable 

We buy entire issues of Municipal 
Bonds direct from the various Munic- 
ipalises, and distribute to institutional 
and individual 



At P 



i offer < 



Z l 4 to \\{ per cent 



Government, Municipal, Railroad 
and Public Utility Bonis, bought, 
sold and appraised 



N.W.BALSEY&CO. 

BANKERS 

NEW YORK PHILADELPHIA 

« Vf.ll Sir.. I R«I E4l.lt T.uu Bailing 

CHICAGO SAN FRANCISCO 



Safety 

Seasoned Railroad 

Bonds 




3% to 4%% 

Send for circular "G," 



Government, Municipal, Railroad 
and Public Utility Bonds, bought, 



N.W.HALSEY&CO. 

BANKERS 

NEW YORK PHILADELPHIA 
CHICAGO SAN FRANCISCO 



Convertibility 
Seasoned Railroad 

Bonds 



BONDS of ths. class are secured by 
mortgage on valuable property, the 
intrinsic value of which safeguards 
Investors against loss of prmcipaL 

Many of the issues, by legislative enact- 
ment of dinerent Slates, have been made a 
legal investment for Savings Bank and 
Trust funds. ' 

Being in negotiable form and represents^ 

So many investors, both individual and in- 

tfiiutior.;,!. own seasoned Railroad Bonds 
thai a broad market has been established. 

The bonds 



We own and off rr seasoned railroad be 
which we ca 



3%to^%% 

Send for circular "C" 



Government, Municipal, Railroad 
and Public Utility Bonds, bought, 
sold and appraised 



N.W.HALSEY&CO. 

BANKERS 

NEW YORK PHILADELPHIA 
CHICAGO SAN FRANCISCO 



This Illustrates the New Idea. 



Upon further examination of some of the magazines, notably "Suc- 
cess," "World's Work" and the "Saturday Evening Post," elementary "con- 
servative investment" articles on educational lines are found. The 
magazines also invite correspondence from subscribers seeking informa- 
tion regarding sound investments. While these articles have no relation 
to the financial advertising carried, yet they are an indirect result of it. 
In other words, upon the entrance of one, two or three of the large bond 
houses into the magazine advertising pages, the publishers of the maga- 
zines were attracted by the importance of the copy and commenced to 
study investments. "World's Work" originally, and later the ether two, 
became so impressed with the importance of the subject that they 



INVESTMENT ADVERTISING. 107 

decided to run a series of elementary articles intended to inform their 
readers as to the principles of sound investment with a view to rendering 
the public a distinct service in the conserving of surplus funds. One of 
the principal objects was to warn their readers against the wild-cat schemes 
advertised by dishonest and unsuccessful promoters which have appeared in 
such °;reat volume is some of the public prints during the past live years. 
The high-class magazines have a large circulation and a powerful 
influence in the homes of the country, and are therefore in a position to 
do a great deal of good in educating people so that they will be able to 
discriminate between speculation and sound investments. The value of 
the service these magazines have rendered has been made apparent by the 
many letters the publishers have receivd from these subscribers on the 
subject. The majority of these letters have shown an appalling ignorance 
of the principles of sound investment, yet they were apparently from men 
who desire to surround their investments with safety. 

TELLING ABOUT INVESTMENTS. 

Both the magazine publishers and the bond houses are rendering a 
valuable service to the public in spreading information as to the nature 
of sound investments, and it is hoped they will continue their efforts, for 
something should be done by high-grade publications reaching the general 
public to point out the value of safe investments as against the purchase 
of stocks of the "get-rich-quick" variety. 

Another direct benefit of the bond advertising in the magazines has 
been the salutary effect it is having on the advertising departments of the 
magazines. The volume of questionable financial advertising in the good 
magazines is to-day less than for several years, and as the publishers 
continue more clearly to recognize their opportunity and their obligations 
to their subscribers, it may be expected that all objectionable financial 
advertising will be eliminated. 

The "new idea" has had a far-reaching effect already and the financial 
interests of the country owe thanks to the progressive bond houses that 
inaugurated it. 

"The Bankers Magazine" unqualifiedly endorses the "new idea" in 
bond advertising and. as previously suggested, believes it to be of direct 
benefit to the entire field of high-grade investment securities as well as 
to all banks and financial institutions. Enormous sums have been lost 
during the recent past by men and women throughout the land through 
ignorance of the true principles of investment. The only way apparently to 
protect these people is to educate them on the subject. This will serve to 
restrain savings and other bank depositors from making hasty withdrawals 
for the purpose of "investing" in something that will probably result in a 
loss of their savings. At the same time, by the dissemination of sound 
information respecting investments by the leading banks and bond houses, 
the wealthier investors are also led to favor banks, etc., when seeking 
investments, thus materially broadening the field for the sale of such 
securities. 

Every year an enormous amount of money is sunk in speculation and 
unsound investments, and this money is supplied to a large extent by 
those least able to afford its loss. For the person who has not accumu- 



108 PUSHING YOUR BUSINESS. 

What is a Bond? 

A good bond is the safest form of 
investment and is absolutely non-spec- 
ulative. 

It guarantees payment of a definite 
sum at a certain time and a fixed inter- 
est per annum. 

It does not pay as high interest as 
many good industrial stock investments, 
but it offers greater security. 

A concern cannot pay dividends on its 
stock unless it earns them. Nothing can 
be absolutely guaranteed in advance. 

A concern must pay the interest on 
bonds that are secured by a mortgage 
against its property. 

If the interest is not forthcoming, the 
mortgage is foreclosed and the property 
taken by the bondholders. 

The Best Class of Bonds 

The safest bonds are those issued by 
.municipalities, railroads, public service 
corporations and the larger industrial 
corporations. 

Care should always be taken that the 
property bonded is more valuable than 
the bond-issue that stands against it and 
that its earning capacity is greater than 
the interest on the bond issue. 

Municipal, railroad, water, gas, tele- 
phone and electric bonds are nearly al- 
ways good. 

These bonds will pay from 4 per cent, 
to 5 1-2 per cent, interest, and with rea- 
sonable care in the selection, will yield 
afl absolutely sure and fixed income. 

It is this class of bonds that we sell 
and it is this class only that we advise, 
you to buy. 

Simple Bond Talk. 

iated a considerable surplus the only wise course is to save and entrust 
his savings to a well-managed bank or trust company. When a sufficient 
fund has been accumulated to justify the saver to become an investor, 
he should, especially at the beginning, invest only after consulting with 
his banker or through a bond house of recognized standing. 



INVESTMENT ADVERTISING. 109 

To bankers this is elementary, but the public is still largely ignorant 
of this simple rule. Advertising of the character above discussed, presented 
in mediums having a large general circulation, will exercise a powerful 
influence in acquainting people with it, thereby diverting a large stream of 
money annually flowing into the coffers of speculators and promoters of 
doubtful enterprises and turning it into legitimate investment channels. 

Further comment along the same line was made in "The Bank- 
ers Magazine'' as follows: 

SCIENTIFIC ADVERTISING. 

Advertising in the general business world is based upon scientific prin- 
ciples; that is why it is so profitable. If advertising in the investment world 
cannot be conducted upon this same basis, with proper and reasonable 
modifications, as related to the style and character of the copy, then finan- 
cial advertising is purely and simply a waste of money. 

When investment bankers place their advertising in charge of men 
qualified to make it a careful and intelligent study, it will in time become 
one of the most valuable and profitable branches of the business. 

In what little experience I have had as an advertising representative, I 
have learned this lesson — one of the most important lessons: When the 
representative of a newspaper or magazine wants to discuss advertising 
with me, he gets the same consideration as we expect to see accorded our 
bond men when presenting their business to prospective clients. 

If this policy is adopted by us all, if we look upon advertising as a 
part of our business, and try to learn a few things from those who are 
giving it their special study, we will save for our firms thousands of dol- 
lars. And we may be sure that without this knowledge, many thousands 
of dollars are absolutely wasted. 

This fact made itself apparent to me several years ago, and I have 
received my greatest help through the things I have learned from the better 
class of magazine and newspaper representatives. — Chas. L. Scovil, Adver- 
tising Manager, Spencer Trask & Co., Bankers. 



I want to commend you and "The Bankers Magazine" for the depart- 
ment under the head of "Banking Publicity." This is certainly a splendid 
idea and one that surely ought to increase the popularity of "The Bankers 
Magazine." There is more work to be done in this respect than in any 
that I know of in banking circles, except eliminating the rogues from the 
fraternity. 

My studies of the financial advertising situation have convinced me 
that it is one of the largest classifications in advertising. There has been 
more money spent in advertising by financial institutions than by any other 
one class of business that I know of, and with less actual results. If there 
was more good publicity there would be more good banks and financial 
institutions and less room for the careless and unscrupulous. 

I heartily congratulate you upon the idea and wish you every success. 
— David G. Evans, Treasurer, "Success Magazine." 



110 PUSHING YOUR BUSINESS. 

KINDS OF FINANCIAL ADVERTISING. 

I am greatly interested in the splendid work which you are carrying 
on in your "Banking Publicity" Department. I believe that the subject of 
financial advertising has a very large future before it and that we should 
profit by the experience of the past and present in formulating a basis for 
future work. 

Financial advertising as to kind may be divided into three classes: 
(1) Selling services and facilities; (2) selling securities, bonds, stocks, 
notes, etc., and (3) notices of meetings, dividends, etc. Some object to 
the term "selling" as here used. Contrary to the belief of some, financial 
institutions are not philanthropic institutions but are conducted for profit. 
The day will come when financial institutions will realize that they have 
something to sell in the same sense as a manufacturer, jobber, wholesaler 
or retailer has something to sell. 

If it be undignified for a financial institution to advertise then it must 
also be undignified for it to offer its services and facilities, and if it is 
undignified to offer them it must also be undignified to render them. 

Financial advertising is to-day practically where commercial advertis- 
ing was twenty years ago. I predict that the style, methods and policies 
of financial advertising will be completely transformed within the next 
few years. Such change and progress will not lessen the dignity and high 
standing of financial men and institutions. To such men as you, who will 
later be in control of the financial field, will be given the opportunity of 
taking advantage of the new order of things. — Dr. Channing Rudd, "Wall 
Street Journal." 

OUTLINE OF CAMPAIGN. 

The matter of booklets is very important in the advertising of an 
investment house, as it is in many cases the main dependence in 
bringing the prospective investor to a favorable decision. The trou- 
ble with many investment booklets is that, like many investment 
advertisements, they are too heavy and technical. Interesting and 
effective investment booklets have been issued under such titles as: 
"A Financial Courtship," "An Ideal Investment," "The Astor For- 
tune," "The Art of Wise Investing," "The Value of a Dollar," 
"Facts and Figures," "About You and Your Savings," "Two Ways 
of Trading," "Fortunes in Copper," "The Law of Financial Suc- 
cess," "When to Buy Bonds," "At the Market," "Success in the 
Stock Market," "A Square Deal," "The Safest Investment." 

To give a practical illustration of the working out of the ideas 
advanced in this chapter, a preliminary advertising plan and a 
series of advertisements prepared by the author for a St. Louis 
investment house are reproduced. 

The plan was as follows: 



INVESTMENT ADVERTISING. Ill 

"These advertisements are designed for a series to be run daily in 
St. Louis newspapers, with a change of matter with every issue, 
but the same distinctive style of type and 'copy.' 

"The idea is to make a campaign of education at the same time 
that you get the best kind of general publicity. Moreover, each 

A SUGGESTION 
FOR CONSERVATIVE INVESTORS 

In view of the enormous offerings of short time, high rate notes 
by various corporations, it is well for those who have the investment 
of trust funds to consider whether in buying these notes they are 
really making the best investment of their money. 

The reason so many of the large corporations are issuing these 
Botes is because they expect at their maturity to be able to place the 
bonds of the corporations at a very much lower rate of interest. If 
their reasoning is correct the purchasers of these notes wiirhave to re- 
rate. The best way to illustrate this is by a concrete example : 

We are offering at the present time the 4X bonds of ALLE- 
GHENY COUNTY, PENNSYLVANIA, a direct municipal obliga- 
tion of a county with an assessed valuation of $763,005,045, and a net 
debt of only $6,799,460, having a population by the census of 775,059 
and a present estimated population of 900,000. The total debt is less 
than IX of the assessed valuation. These bonds have thirty years to 

$100,000 of these bonds in the thirty years they will be outstanding, 
without taking into account compound interest, will be $115,500. If the 
•ame amount of money is" invested today in a 3-year 5% note, the net 
income during the three years will be $15,000. If, at the end of that 
period, the money be invested in this same bond on a 3^4 X income 
basis having 27 years to run, the net income would be $94,500. Add 
this to the $15,000 of income obtained during the first three years and 
you get a total of $109,500. You will, therefore, see that you will 
have made $6000 more during the thirty-year period by buying the 
long time bond at the present time. We are, of course, supposing 
that three years from now ALLEGHENY COUNTY bonds will be 
telling on a 3^X basis, which is a fair assumption, inasmuch as in 
the past seven years they sold as follows: 1900, 3 20X basis; 1901, 
S.12X basis; 1903, 3.60X basis; 1904, 3.63-3.75X basis; 1905, 3.50 X 
basis; 1906, 3.63-3.75X basis. 

There are, of course, many other good municipal bonds which 
can be bought today to net nearly as high as 4X, such as the City of 
New York 50-year 4s and railroad bonds which could be bought to 
net considerably more than that, so that the illustration might be 
made a great deal more striking. We have, however, chosen a very 
bigh-grade municipal bond to illustrate our point, but this illustration 
will apply at the present time to practically every Issue of high-grade! 
long-time bonds now in the market of either a municipal or railroad 
character. 

Send for Our Feb. Llet of Investment Bond* 

E. H. ROLLINS & SONS 

SAN FRANCISCO 

Real Advertising. 

advertisement, as you notice, has the request for the reader to do 
something definite, viz.: send for a free booklet. 

"Of course, the theory of the booklet is that by offering it you get 
in touch with people interested in investing their money. You will, 
in time, be able to build up the best kind of a mailing list of pros- 
pective clients. 



112 PUSHING YOUR BUSINESS. 

"As you know, it is a hard thing to sell securities direct from a 
small space advertisement, but when you get a good list of inquiries 
and follow it up by strong letters and printed matter or by sales- 
men, paying results are certain. This is the method used by most 
big investment houses. 

"As far as the booklet 'Investment Advice' is concerned, we 
would prepare that after consultation with you, the idea being to 
make it a small but interesting and practical discussion of points to 
be considered in bond and stock investment. 

"We would advise the placing of the newspaper advertisements 
on local news pages rather than on the financial page, for this rea- 
son: You are advertising for new business. Most of the people who 
make a close study of the financial page already have good chan- 
nels of investment. At any rate, business men who study that page 
likewise read the local news pages. Whereas many who read the 
local pages and are possible investors, never look at the financial 
page. This applies especially to women. 

"Our effort would be to make the advertising so attractive, inter- 
esting and individual that you would get the moral effect of an ad- 
vertisement several times as large. In short, it would stand out 
strongly and compel attention. In time the cumulative effect of 
this advertising would create an atmosphere, a good will for your 
business which would prove one of your best assets. You have some- 
thing of that kind now, but the right kind of advertising would 
increase its value out of all proportion to the cost. 

"If you have some particular class of bonds which provides 
strong talking points — such as security and good net return — it 
would pay to advertise it in some of the standard magazines of large 
circulation. 

"It is said that the American Real Estate Company, of New 
York, spent $12,000 in magazine advertising one year and sold 
$250,000 worth of its six per cent, bonds guaranteed by New York 
real estate. 

"Our plan for you would also include a series of 'follow up' 
letters and circulars with a method of handling the same." 

The advertisements were as follows: 

YOU CAN PAY TOO MUCH 

for safety. There are securities which sell at prices much above their real 
value because everybody knows them to be good and investors who do not 
want to take the trouble to investigate are willing to pay extra for them. 



- I INVESTMENT ADVERTISING. 113 

It is better to go to experienced investment brokers and get advice. 
You can make more and still be perfectly safe. 

We are always pleased to advise those with funds to invest. 

Our free booklet, "Investment Advice," will help you. Better send 
for it to-dav. 



COMPARATIVE VALUES. 

A study of comparative values is important when you are deciding 
upon an investment. You want to get the best return consistent with 
safety, of course. When you make your investment through a house of 
long standing and reliability like ours you have the benefit of comparative 
values, and are relieved of a good deal of doubt and annoyance. 

We are always pleased to give counsel in investment matters. 

Send for our <ist of bond and stock offerings and free booklet, "Invest- 
ment Advice." 



NOTES VS. BONDS. 

At present the market is crowded with short time, high rate notes. 
These look attractive, but it is well to consider before buying whether they 
are really the best investment. 

Many large corporations are issuing these notes because at maturity 
they expect to be able to place their bonds at a much lower rate of inter- 
est. Then the present buyers of the notes will have to reinvest their money 
less advantagously than they could now in a long term municipal or rail- 
road bond. 

We have some very desirable issues of long term securities. Send for 
list and our free booklet, "Investment Advice." 



OWNING A BOND. 

You own actual property. For convenience a trustee holds the title, 
but he holds it for you. The corporation issuing the bond must pay the 
interest and repay the principal, or the mortgage guaranteeing the bond is 
foreclosed and the property passes to the bondholder. 

When you buy bonds from us you have all the security of a mortgage 
bought under the advice of experts in investment values. 

Send to-day for our list of attractive bond offerings and free booklet, 
"Investment Advice." 



NON-SPEC UL ATI V E 1 X V E STME N T. 

W T ell chosen bonds fall under this head. They are secured by prop- 
erty guaranteeing your investment, dollar lor dollar, and interest beside. 

Every wise investor will place at least a portion of his surplus in a 
safe, non-speculative investment of this eharaeter. 



114 PUSHING YOUR BUSINESS. 

In choosing bonds you need the advice of experts. Our knowledge and 
experience along this line are at your command. 

We have some very good bond offerings at present. Ask for descrip- 
tive list and our free booklet, "Investment Advice." 



"INVESTMENT ADVICE" 

is the name of a very interesting and practical booklet on the subject of 
investment, which we have prepared for distribution among our clients and 
others interested in the judicious investment of their funds. 

It goes into the subject of bonds quite fully and gives valuable hints 
on investment matters generally. 

With it goes our new list of high grade bond and stock offerings. 

Send to-da5 r for "Investment Advice." 



EXPERT FINANCIAL COUNSEL. 

So far as you deal with us we consider you our client, and we want 
you to consider us your expert financial adviser, as your lawyer is your 
expert legal adviser. 

We have hundreds of regular clients who have profited by our advice 
in past years. 

No one has ever lost a dollar through us. 

If you are interested in wise investment send for one of our free book- 
lets, "Investment Advice." 



LET US HEAR FROM YOU 

if you are not satisfied with 3 or 3 1-2 per cent, interest at the savings 
banks. It is possible even with a small sum of money to make a safe and 
profitable investment in stock or bonds. 

Our clients' interests are our interests. We exercise exactly the same 
care in placing your funds for you that we do in our personal investments. 

"Investment Advice" is an interesting and valuable booklet on invest- 
ment matters. It is free to anvone interested. 



THE INTRINSIC MERIT 

of a security is a point that the average investor is not always able to 
determine for himself. When in doubt it pays to confer with experienced 
investment brokers having at hand the facilities to determine just what is 
back of every security offered. 

To investigate the soundness of securities we buy for our clients we 
employ the ablest engineers, accountants and lawyers. Those we sell on 
commission we make sure have been investigated in a like thorough 
manner. 

Send for our investment list and our free booklet, "Investment Advice." 



INVESTMENT ADVERTISING. 115 

WRITE TO US. 

We give prompt and careful attention to all communications and are 
pleased to answer any of your questions, if you are a prospective investor 
or seek advice as to the placing of surplus funds. 

We have many regular clients in St. Louis and in all this section. It 
will pay you to get acquainted with us and our manner of doing business. 

As a first step send for the free booklet, "Investment Advice," and our 
list of good bond and stock offerings. 



INVESTING TRUST FUNDS. 

Trustees, guardians, executors, administrators — those having charge of 
trust funds, have special reason to exercise the utmost discretion in 
choosing investments. 

We have had extensive experience in placing advertisements of this 
character, and are always pleased to give advice along this line to persons 
having such rsponsibility. 

Our free booklet, "Investment Advice," and our list of conservative 
stock and bond offerings will be of interest and value to you if you have 
funds to invest. 



CASH CONVERTIBILITY. 

An important thing to be considered in choosing an investment is the 
readiness with which you can get back your principal when you want ii. 

There are times when you need ready cash. Indeed, to have all your 
funds "slow assets" might mean disaster sometimes. 

There is always a market for good bonds and it is possible to get safe 
ones that pay well. 

Send for our list of high grade bonds and free booklet, "Investment 
Advice." 



A WISE CHOICE. 

of investments cannot usually be made entirely upon your own judgment. 
When it comes to placing out your own money or funds left in your charge 
to earn an income it pays to get the best advice. 

A single poor investment may cause you more loss than you gain by 
a dozen good ones. 

You want to keep all you have and get as much more as you can. 

If you have money to invest — even a moderate amount— it will pay 
you to talk it over with us. 

Possibly our free booklet, "Investment Advice," would lu'lj> you. 



BE YOUR OWN BANKER. 

Experience has shown that the bank is a safe place for your money, 
but your funds do not earn very much there. 



116 PUSHING YOUR BUSINESS. 

The bank invests part of your money in good bonds which return it 
enough more interest than it pays you to allow a fair margin of profit. 

By investing in good bonds yourself, you get more nearly the full 
earning power of your money, but you need to exercise the same expert 
judgment in choosing your investment that the bank does. 

That is where a reliable investment house like ours can help you. Send 
for our free booklet, ''Investment Advice." 



A TALK ON CONFIDENCE. 

One way for the investment advertiser to get a favorable hear- 
ing and build up confidence is to use occasionally a line of argument 
similar to the following, written by the author for a large invest- 
ment house: 

Business as it is conducted to-day would be impossible without confi- 
dence. 

In this term I would include credit, trust and self-reliance. 

The general principles of the great system of credit, which does so much 
to facilitate modern commercial transactions, are so well known that I shall 
speak only of trust and self-reliance. 

By trust I mean your practical belief in the integrity and promises of 
another person. 

Why do you trust your friends? 

Because you know thein. 

Because their record is before you. 

Because you have proved their integrity. 

In other words, you trust them because you have evidence to support 
a belief in them. 

But if you did business only with friends and acquaintances the scope 
of your activity would be rather limited. 

So it becomes necessary in business nowadays for you to trust those 
whom you do not know personally. 

How can this be done safely? 

By demanding in each case evidence to support your belief. 

Evidence includes the testimony of witnesses and all facts of every 
kind that tend to prove the truth of anything. 

To make this illustration specific, suppose you want to make an invest- 
ment through this company. 

You do not know me personally perhaps, but such strong evidence of 
my reliability is available that you may have absolute confidence in my 
integrity and good judgment, which form the basis of a man's reliability. 

I am well known to the business men of this and other cities. 

I have thousands of clients all over the country. References to them 
and to national banks are yours for the asking. 

Their replies will give you evidence by testimony of authority — the 
strongest kind. 

Here are some of the facts going to prove more conclusively that I 
am a fit man for vour confidence: 



INVESTMENT ADVERTISING. 117 

I have been in the mail order investment business for more than seven 
years with steadily growing success. 

This would have been impossible for a man or a business not abso- 
lutely "on the square." 

A dishonest business soon kills itself. 

A mail order concern that does not give its customers a square deal 
loses them and soon finds it impossible to get new ones. 

On the other hand, a corporation like this, which deals honestly with 
its customers, looking to the future and not merely to the present, is 
bound to succeed when properly managed, as this is. 

It is more important for you as a prospective investor to investigate 
me and my methods than it is lor you to investigate the particular invest- 
ments, although it is your privilege to do both. 

I am satisfied that if you have confidence in me you will take my 
advice in investment matters. 

I do not claim to be infallible, but the soundness of my judgment is 
amply proved by results. 

Choosing those in whom to place confidence is a very important way to 
use your own judgment. 

It is often as great a factor in a man's success as his own industry 
and perseverance. 

I have confidence in myself or I never would have embarked in this 
business. 

I had confidence in the public, and the public has had confidence in me. 

Otherwise the business would not have succeeded as it has. 

My own large profits and thousands of satisfied clients prove that this 
mutual confidence has paid well. 

If you and I are strangers let us get acquainted for the advantage of 
us both. 



CHAPTER VIII. 

Real Estate Advertising. 

THE man who handles real estate has one of the best proposi- 
tions in the world to advertise. 

Land is something real, tangible, substantial. It is the 
foundation of all wealth — a fundamental necessity. Everybody has 
to live somewhere, and everybody — whether owner or renter — must 
pay something, either directly or indirectly, for the privilege of 
using part of the earth to live on. 

Therefore, the field before the real estate man is as broad as 
humanity itself. The arguments that he can use in his advertising 
are such as touch intimately the daily life and necessities of the 
great mass of people. 

Millions of dollars are spent annually in real estate advertising. 
Much of this amount is wasted because of lack of originality and 
modern methods of following up prospects. 

Nowhere has real estate advertising reached such a high devel- 
opment as in New York City. The marvelous growth of the metrop- 
olis and the stupendous engineering undertakings being carried on 
there to help the city keep up with its own progress make a great 
opportunity. 

A study of the advertising methods of the typical New York 
suburban real estate company, therefore, is profitable for real estate 
advertisers everywhere. 

With the New York real estate companies the first step is to 
get inquiries, that is, the names of persons who are interested enough 
in any particular suburban property to write asking for advertising 
literature and further information. 

Most such inquiries are received as the result of advertising in 
the newspapers and magazines. A plan commonly used is to adver- 
tise to send handsomely illustrated literature or an interesting real 
estate magazine free. Several companies make a specialty of their 
monthly house organs, which really are of considerable interest and 
value, containing, in addition to the selling articles, much well 
written matter on New York real estate in general. Of course, a 
specialty is made of maps and illustrations from actual photographs 
of the property and its surroundings. 





Attractive Real Estate 

BARGAINS 

Ponce de Leon Avenue Home. 



ftlfl 


ifeSi 


151^1 


Bttl 



An Ideal Suburban 
Neighborhood 



jKtnnteMS 



JAMES L. LOGAN & CO, 

•Phone 2678 L Main. 408 Peters Building: 




Peaocxfy. 
Eoughteling&Co 






In Beautiful West Aaoarn? 



The Man Win $150 to 51,560 to Invest 
Can Not Do Better Than Put it in 

Lawler frMiller Tidelands' 

OK-TenthCasfc; Bataaee in JJears 
GEORGELAWLER 

Good Real Estate Ads. 






120 PUSHING YOUR BUSINESS. 

These house organs, while the backbone of the follow up cam- 
paign, are by no means the only printed matter used. Immense 
quantities of special circulars, mailing cards, form letters are go- 
ing out constantly containing special offers and announcements of 
current events having a bearing upon the increase in real estate 
values around New York — such as the completion of tunnels, sub- 
wa3 T s, bridges and other public improvements. 

In the typical case where the prospective buyer lives at a dis- 
tance from New York and is unable to go to see the property, this 
is the course from inquirer to buyer: 

GETTING THE INQUIRY. 

The person sees an attractive advertisement in the newspaper 
or magazine. It offers something for nothing — a magazine on New 
York real estate, in which he is already more or less interested. He 
says to himself: "I might as well get that. It doesn't cost anything 
and puts me under no obligation." So he fills out the coupon and 
mails it to the company. 

As soon as his name is received at the office of the real estate 
company it is copied on a card and goes into an alphabetically and 
geographically arranged "prospect" file. The inquirer receives a 
form letter with his name and address filled in. This letter 
acknowledges the receipt of his request for the magazine, says that 
it will be sent him promptly, and briefly calls attention to the 
special real estate propositions that the company is handling. 

The first number of the house organ arrives in due time and is 
read with interest by the prospect. It contains several general real 
estate articles and one or two selling articles which conclude with 
a coupon order blank. 

The prospect is interested, but unless he is unusually susceptible, 
probably is not thoroughly convinced. Possibly it will take the 
leading of two, three or a half dozen issues of the house organ to 
convince the prospect that he ought to buy the particular land that 
the companj'- is selling. 

The articles in the magazine bearing upon the sub-division 
property describe it fully in such details as: Location, railroad 
facilities, healthfulness of climate and surroundings, industries, 
population, statistics of growth, schools, churches, stores, natural 
attractions of the vicinity, etc. 



-The place op- b'eautifuAl homes 



XK 




UXURY, culture and refinement 
.are everywhere in evidence in 
_ Prospect,. Hill.- Beautiful, well 
kept homes; broad, clean, as- 
phalt streets, trees, flowers and shrubbery, all com- 
x£? r bine to make this a place of beauty and desirable residence. 
What do these surroundings mean to you who want a 
home dwelling free from all the jmpleasanl features that too 
often mar a city home? Will you still be content to pay a 
large rental in a less desirable location when the'same monthly 
outlay will buyyou a home tn this "Place of Beautiful 
Homes?" The Prospect Hill plan 
was devised to interest the man 

FOR the man of independent w f )0 can a ff ord to rent at g40.00 to 
income, business success .„ nn 
$75.00 a month but who hesitates 

to spend in one amount a sum suf- 
ficient to build a house equivalent 
to that rental value: 

Prospect Hill is a community of 
successful men who have built on 
the Prospect Hill plan— "builded 
better -than they knew," for the 
steadily increasing value of the 
.property has brought splendid re- 
turns. 

Read the plan, go and Icok at 
the property, then let us discuss 
further details at vour office or ours. 



THE PLAN 

-"OR the man of independent 
4 income, business success 
jr assured salary has been 
devised a monthly payment 
plan for buying a home in Pros- 
pect Hill. This plan overcomes 
the only^argument against own- 
ing as compared with renting. 
It obviates the necessity for in- 
vesting $3000 to $15000 in one 
sum for a house, suc~H as the 
renter can find for $40.00 to 
$75.00 a month. A small pay. 
mentdown and the balance in 
monthly payments, about equal 
to the rental value of the proper- 
tyfbuysa home.that in ten years" 
time is fully paid for and has 
materially increased in value. 
This house will be built entire- 
ly under the owner's direction. 



Mr. John R. Goodrich, who has been identified with the 
development of Prospect Hill from the beginnings will 
furnish any further information desired. 




PROSPECT HILL LAND CO. 

JOHN R GOODRICH, Agent 

mm HACKETT & HOFF 

77 MICHIGAN STREET 
A High Class Real Estate Advertisement. 




122 PUSHING YOUR BUSINESS. 

THE BUYING PLAN. 

The buying plan is very carefully explained, particular empha- 
sis being put upon the fact that the lots can be bought on the instal- 
ment plan of a few dollars down and a few dollars a month. The 
reader is told very clearly and definitely what he must do to buy 
a lot. 

Promptness of action is urged because prices are going up, the 
best lots are being taken and this opportunity can not last indef- 
initely. 

A time limit is a good thing in any real estate offer. "For 
thirty days only/' if hammered into the minds of prospective buy- 
ers, will make them step lively if they are in the market at all for 
what you are offering them. Placing a limit of time within which 
a certain thing must be done makes it more likely that the thing 
will be dope because it forces the mind to a decision. 

It is a difficult thing for many persons to decide to take some 
action even after they are convinced that it is the proper course 
to pursue. We are all more or less mentally lazy and act more 
surely under pressure or upon the spur of a real or imagined 
necessity. 

But to return to our New York suburban real estate campaign. 
When the prospect has been thoroughly inspired with confidence in 
the proposition and has full knowledge concerning the property and 
the terms, he is quite likely to buy if he was really in earnest when 
he began to investigate. 

In case the inquirer is a resident of New York or lives within 
a few miles of the city so that he can easily visit the property 
different methods are pursued with him. The effort is not so much 
to sell to him direct by mail, but to induce him to make the trip to 
the property and see for himself just what it is, and it is left for the 
company's representatives on the ground to close the sale if pos- 
sible. Free automobile rides or refunding of railroad fare are 
special inducements made to get people to visit the property. 

It is the aim of the advertiser to make his arguments so strong 
and compelling that the reader will do something definite whether 
it is to sign the coupon and send the first payment or to decide to 
go and visit the property. 

Buying a piece of real estate is not as simple a matter as buying 
a suit of clothes. It is not done hastily, as a rule. So that a pretty 
thorough presentation of the case must be made before a sale is 




The 5,360 square/ feet of Boor space on the third floor of the ' 
Kinloch Building, o. • he northwest corner of Tenth and Locust *Twv~ii~*nt*t* 
Streets, now occupied By the Lesan-Gould Advertising and Publish- - *«•• 

ing Company, is available for lease, in whole or in part. 

When, on March 15, 19.06, the Lesan Advertising Company took a five-year lease- 
from the Kinloch Telephone Company on the enti/e third floor of this building it was 
thought that these spacious quarters and this excellent location would answer all require- 
ments for a long time to come. 

But the consolidation, under the name of the Letan-Gould Company, of the. Gould 
Directory Company and the Le_san Advertising Company; the addition of a printing 
plant, a form letter and addressing department, and the necessity of having all branches 
under one roof, made imperative the erection of a special building. This building will 
soon be ready— an 8-story structure on Washington Avenue, running through to St.Coarre» 
Street, between 13th and 14th Streets. 

The Lc,an-GouId Company will move about January 1, 1908. When it vacate, iu 

A Splendid pre»ent. quarters a splendid location will be opened for the conduct ol a business or the 

_;jpted for a millinery, cloak. 

proiestMit^orSccs. fact, the Ionian f»i tumble lor 

■ . I district.. 

: 



The Westward «u i m i,„ 



A Strictly Modern h 



Lesan-Gould Company 

Kinloch BulldlDf Tenth and Loom Screed 



V^,.™l! 
!»•». mi cwor, - 



I&H 



Lesan-Gould 
Company 

]0 '5300 "Sq.ft floor Space 



A Real Estate Advertisement Designed and Written by the Author. 



124 PUSHING YOUR BUSINESS. 

effected. For that reason and because advertising space in the New 
York newspapers and the general magazines is expensive, real estate 
concerns rarely attempt to sell direct from the advertisement. 

Experiments have been made along that line, but the results 
have been so poor that such a course is rarely attempted now. The 
author knows of an instance where a full page ad. with coupon 
order blank was run in the most expensive newspaper in New York. 
This was an experiment and it was a failure. The returns did not 
come anywhere near paying for the advertisement. 

Another experiment that did not "pan out" was using several 
pages of space in one issue of a general magazine. 

The gist of the lesson taught by these various experiments and 
by actual experience is that the wisest way to do is to use fairly 
large space in good mediums to get inquiries and then follow these 
up hard by personal solicitation, letters, circulars and every other 
approved method of direct advertising, and if there is one thing 
more than another that needs to be blazoned on the banner of every 
real estate advertiser, or that is worthy of a place alongside the "Do 
it now" motto over his desk it is this: TELL THE TRUTH. 

No other policy pays in the long run and nothing else is right at 
any time. You must have faith in the property you are advertis- 
ing and then you can the more easily transmit your faith to others. 
In advertising to homeseekers there is little danger of having 
the advertisement too long because buying a home is such a big 
event in the life of most families that the members will read every- 
thing you say if they think that it may help them in a choice of 
a home. 

But there is danger of making a long story prolix and involved. 
Clearness is essential in a successful advertisement. 

At the same time, it is not necessary or desirable to tell your 
whole story in the advertisement. An opening should be left for 
the reader to make inquiries about the property, as that is the first 
step toward real business. 

The descriptive booklet is the piece de resistance of most cam- 
paigns because it must be depended upon to convince the prospect 
and turn him into a customer. 

THE REAL ESTATE BROKER. 

There is a distinction between a real estate dealer and a real 
estate broker, and there is likewise some difference in their adver- 
tising methods. 



REAL ESTATE ADVERTISING. 125 

The broker, as a rule, does not buy property himself, but merely 
acts for others on a commission basis. He handles valuable income- 
producing or high-class residence property rather than suburban 
sub-divisions. 

The class of investors to whom the broker in this kind of real 
estate appeals can not be influenced to any great extent by the 
sentimental arguments that are often effective with homeseekers, 
for instance. 

One of the chief objects of the real estate man is to build up a 
clientage — to secure and hold customers who have entire confidence 
in him and will place all their real estate business in his hands. 

The broker does not need to advertise for sellers. They come 
of their own accord, but he does need to advertise for buyers. The 
higher priced the property to be sold is, the more advertising it 
takes to sell it, and the more it will pay to advertise it. 

The copy best suited to sell high class property is full of infor- 
mation and the most important information is the price. 

Special lists of possible buyers of real estate can be obtained 
by watching the names in the real estate transfers published in the 
newspapers. Personal letters making a definite proposition ought 
to be productive when sent to regular buyers, but a personal visit 
is better than a letter because it leads to an acquaintance which may 
result in business advantage later on, if not at once. 

Attorneys are also good prospects for the real estate broker, 
because they are not only speculators in real estate themselves some- 
times, but they have many among their clients who are. 

In his booklets, circulars and other advertising matter the broker 
should always tell exactly what services and opportunities he has to 
offer. On a proposition like this it is better to send advertising 
matter to the home address of the "prospect," as the chances are 
that the advertisement will get more attention there than at the 
business office. 

There are three ways in which the real estate broker can use 
the daily newspapers — in "liners," "spaced liners," or display ads. 
Experience shows that "classified" real estate ads. pay best in the 
morning papers, because the business man reads his morning paper 
for facts and figures. 

Spaced liners are better than liners because they are more 
noticeable and also because they usually are placed near the top of 
the column, giving the ad. the preference over notices further 
down. 



Which Will It Be= 



To pay rent for another year means, at the end of the year, twelve rent re- 
ceipts, which are worthless You can buy a home in FLATBUSH by paying 
from lO to 50% of the purchase price e greed upon in cash; the balance of the 
purchase price can always be arranged by mortgages. If you purchase a home 
in Flatbush and at the end of the year you desire to move to a larger or smaller 
home, or to another section, you can sell the property, conservatively speak- 
ing, for from 5 to 25% more than you gave for it. Hence, you have saved the 
money that you would have paid for rent and have really been paid for hav- 
ing lived there for twelve months 

We co'uld give you no better guarantee as to the truth of this statement 
than to refer you to people to whom we have sold homes. Your good common 
sense and Judgment would tell you that fo be able to make a statement of this 
kind and prove it we must be very careful as to what we say, and see that 
you buy your property at the right price and In the right location. There are 
good sections and there ore sections that will greatly enhanee In value in the 
near future, and it is our pleasure to direct any buyer that comes to our office 
properly 

We are not spending the amount of money that we do spend in advertising 
to make enemies. We want yo-ur friendship and the friendship of your friends, 
and we want your friends who visit you in Flatbush to buy their homes through 
our office Our reputation is many times greater to us than the little commis- 
sion that we might make in selling you a home Henoe our caution, which any 
good business man will appreciate. 

If you are in the market to buy. a home or an investment of any kind, or for 
any amount, why not come to our office, where you can have the advice of 
competent and reliable salesmen, who are well paid for advising you right? 
Your purchase costs you no more, in fact, many times it would cost you less, 
by dealing through a responsible and reliable broker rather than doing busi- 
ness direct with the owner 

We are prepared to show you any style of a home ranging In price from 
$4,500 to $150,000 each 'We can show you any .style of investment property, 
such as two-family houses, flats, apartments, lots and plots, in any size, or in 
any quantity, and are always glad to put our time as against yours in "trying to 
select such a home, or such an investment as will please you You are under 
no obligations to us whether you buy or not, and you will be treated courte- 
ously Our carriages are at your disposal and our office is open Sundays, for- 
the convenience of those who cannot come week days. 

We are under no obligations to any builder or any owner of property that 
we have for sale, and are free to advise, and will advjse, you in making your 
selection to the best of our ability, and on account of our heavy amount of ad- 
vertising we have a great dealer larger list of properties to show you than any 
other broker in Flatbush 'Hence, we are certainly in position to render you ex- 
pert advice on values, by actual comparison of properties in the different sec- 
tions. 

Values in Flatbush Will Double Within 5 Years. 

Star <& Crescent Realty Compaoy, 

819 and 8! 9a Fiatbush Av„ 

OPPOSITE FLATBUSH POST OFFICE. 
In taking Brighton Beach Elevated train get off at Woodruff Avenue Station. In taking Flat- 
bush surface line get off at Caton Avenue. Any one can direct you to our office. 

A Good Appeal to Homeseekers. 



REAL ESTATE ADVERTISING. 127 

The Sunday newspapers have proved most effective for display 
advertisings as the Sunday issues are read more leisurely than busi- 
ness day issues, and they generally carry a lot of real estate and 
building news. 

The real estate sign board is a useful form of advertising be- 
cause it serves to keep the name of the firm before the public and 
gives occasion for the making of inquiries by persons interested. 
The dealer should adopt a uniform and individual design, which 
will crystallize his advertising and give him a trademark, as it 
were. It will be found a good will producer. 

"SEE THE PROPERTY." 

In real estate advertising the very first object in most cases is 
to induce the prospective buyer to see the property. If you can do 
that, then it remains for the merits of your proposition itself and 
the selling ability of your salesman to close the deal. 

But sometimes possible purchasers live so far away that it is 
impossible for them to visit the property personally. Then the 
story must be told so fully and convincingly in the advertising mat- 
ter that the person interested will feel that he is just as safe in deal- 
ing with you at a distance as he would be face to face. 

One of the most important things to be kept in mind in real 
estate, as in all classes of advertising, is that confidence must be 
inspired before you can do business with anybody. 

And telling the truth, the whole truth and nothing but the truth 
in your advertising is the best way to do it. Depend for effective- 
ness in your advertising upon the strong, compelling way in which 
you present the truth, not upon any distortion of facts or high color- 
ing of the truth. Be authoritative, not supplicating. 

Testimony of satisfied clients and references as to your own 
character, ability, experience and general trustworthiness, and true 
photographs of the property to be sold, provide the best possible 
evidence that you and your claims are worthy of the confidence of 
those \ T ou are trying to interest in your real estate. 

REAL ESTATE TALKING POINTS. 

Good talking points for real estate advertising will be found in 
the following list: 

^ Convenience of location. 

Healthfulness — pure air and water, good drainage. 



REAL ESTATE ADVERTISING. . 129 

Pleasant surroundings. 

Transportation facilities. 

Good neighbors. 

Good climate. 

Cheapness of living. 

Public improvements — water, gas, electric light, sewers, pavements, 
sidewalks, parks, boulevards, wide streets, shade trees. 

Churches, schools, art galleries, libraries, museums, stores, hotel. 

Low price of property, easy terms, discount for cash, instalment pay- 
ments. 

Probability of increase in value — growth of population, new industries, 
new railroads and trolleys, prosperity of the region. 

Natural beauty and attractiveness, nearness of recreation places. 

The amount invested in the industries of the place. 

Aggregate wages paid. 

Large amount and value of products of place. 

Favorable shipping facilities. 

Best locations going quickly — "Last opportunity." 

Good home place. 

Mail delivery. 

Growth of realty values in past few years. 

Actual examples of increased value. 

Photographs of property. 

Low taxes. No taxes for a long time. 

No interest on deferred payments. 

No charge for deed. Free and perfect title guarantee. 

Property bought ahead of improvements so that low prices can be 
offered. 

Buy before and not after further improvements are made. 

Large demand for houses. 

Extensive house building going on. 

Building restrictions. 

Large number of lots bought by persons familiar with the property. 

Buying for children's benefit — better place in which to bring them 
up and property may make them independently rich. 

Buying real estate intelligently. 

Buying real estate on instalments compels economy and gives an object 
in life — something to work for. 

Grasping opportunities. 

Scenic attractions. 

Free railroad tickets or free automobile trip to see the property. 

Public and private improvements in progress increasing value of all 
property in vicinity. 

Well-known persons who have bought lots or are building homes. 

Future of property protected. 

Prices go up on a certain date. 

Safety of investment in land combining rural and city advantages, 
with drawbacks of neither. 

Police and fire protection. 

Height above sea level. 

Nearness to large cities. 
9 



130 PUSHING YOUR BUSINESS. 

Increase in assessed valuation of community. 
Sending maps of property upon request. 
Landscape gardening. 
Low railroad fare. 
Rent pays for home. 
Certificate of title furnished. 
The "unearned increment." 

Let the operation of a great natural law work for your benefit. 
The importance of "doing it now." 
Laying the foundation of a fortune. 
Only a small sum down needed to secure a lot. 
Large-sized lots. 
Good real estate a "live" asset. 

Non-forfeiture clause in case of lapsed instalment payments. 
Real estate the only genuinely safe investment. 
Get ahead of the masses. 
Assessors' figures. 

Make real estate your savings bank. 
Compare prices with those of similarly located property. 
Example of successful men who have invested in real estate. 
Quotations from men of prominence urging investment in realty. 
Social life. 

The foundation of all realty value is utility. That is evidenced by 
rent, which, capitalized, forms value. 
No saloons in neighborhood. 
Think it over and consult with your wife. 
Advertising value of an office in a prominent building. 
Giving the children a chance in the suburbs. 
Own a house to live in, don't just rent a house to stay in. 
Experience qualifying to get best results in managing property. 
Get away from the noisj r , dusty, crowded city. 

The love of home, the desire to own his own home, the security 
of land — these all appeal just as much to the farmer as to the city 
dweller, as human nature is the same everywhere. Therefore, veri- 
similar arguments can be used in selling either farm land or city 
property. By the same token, studying the advertising methods 
of the Western farm land operator as well as those used by the 
New York realty companies will be beneficial to anyone who has real 
estate to sell and wants to do it by advertising. 



SOME RESULTFUL ADVERTISING. 

The author thinks this sufficient warrant, therefore, for repro- 
ducing here some resultful advertising matter prepared by himself 
for both a New York suburban proposition and a Western land 
company. 



REAL ESTATE ADVERTISING. 131 

Following is part of a circular written for the New York 
operator: 

This is a plain, common-sense talk about real estate investment in 
the suburbs of New York. 

I want to speak to you just as frankly and earnestly as though you 
were my closest, personal friend and had dropped into my office and drawn 
up your chair for a chat and some friendly advice. 

Of course, you want to make money. You are considering the sub- 
ject of real estate investment, not from a patriotic motive or for any sen- 
timental reasons. 

It is business, pure and simple. 

The way to make money in real estate IS TO SELL LAND FOR 
MORE THAN IT COSTS YOU. 

I propose to tell you how this can be done in New York suburban 
real estate. 

At the very outset, there are several facts I want to impress upon you. 

In the first place, dismiss from your mind the idea that you must have 
a large amount of money in order to invest profitably in New York realty. 

Many persons defer, from time to time, investing in real estate because 
the sum of money they have at band seems too little. 

Putting it off like that only keeps them back so much longer from 
success. 

As little as $10 a month — a sum, which, perhaps, you now spend fool- 
ishly or waste absolutely — is all you need to start you on the road to safe 
and profitable investment. 

INVESTMENT AND SPECULATION. 

Another thing, buying suburban real estate wisely is not speculation. 

It is investment. 

And there's a difference. 

If you SPECULATE, you have a small chance of gain and a very 
great probability — almost a certainty — of loss. 

In speculation, you depend upon luck, which is a mighty poor depend- 
ence, indeed. 

In investment, you depend upon facts, reasons, common sense, and 
these are a mighty good dependence. 

Those who speculate do not know that they will profit. 

They scarcely believe that they will. 

They only hope that they will. 

They pin their faith to a mere chance — a gamble, for speculation, 
whether on the Stock Exchange or elsewhere, is simon pure gambling. 

I take it for granted that you want to have nothing to do with that. 

For thousands of persons, the chance of enormous profits by specula- 
tion is a greater inducement than the almost absolute CERTAINTY of 
more conservative gains by wise investment. 

That is because there are so many foolish, unthinking people in tl^ 
world. 



132 PUSHING YOUR BUSINESS. 

LAND A SUBSTANTIAL REALITY. 

But let us consider real estate investment. 

To begin with, in buying land — any land — you get something tangible. 

There is something REAL back of the document that gives you title 
to ANY piece of real estate. 

Land cannot burn up. 

An earthquake can't destroy it. 

It cannot be blown away by a cyclone. 

Nobody can run off with it. 

It is as firm and lasting as the earth itself of which it is a part. 

But there is land — and land. 

Your probability of profit — the reasonableness of all real estate invest- 
ment — rests on this fact: 

UNDER CERTAIN CONDITIONS, LAND IS VALUABLE AND 
IS SURE TO GROW IN VALUE. 

Therefore, the course for the wise investor — whether he has much or 
little to invest — is simply this: 

Learn what those conditions are. 

Learn where they exist to the greatest extent. 

Then buy land there and let the natural, inevitable development re- 
ward you. 

1 hat's how money is made in real estate. 

But let me go a little further. 

Because I used the word "learn" do not think that there is anything 
difficult to understand or mysterious about the matter of real estate values. 

You probably know now what the conditions of real estate growth 
are, though perhaps you have never applied your knowledge in a practical 
way. 

Isn't it just as true of land as it is of anything else that is bought 
and sold, that, as demand increases and supply decreases, the price goes up? 

That is why, as a very general rule, the value of a piece of property is 
in direct ratio to the number of people who want it. 

In other words, growth of population and growth in real estate values 
go hand in hand. 

This is a simple fact which has as many striking proofs as there are 
towns and cities in the world. 

You KNOW this is true, so it is useless to waste time and space in 
saying anything more on that point. 

But perhaps you have never been made to realize fully that in New 
York City and its suburbs the conditions for great and rapid growth in 
real estate exist in the highest degree. 

THE NEW SITUATION AT NEW YORK. 

Briefly stated, here is the new situation: 

After causing Manhattan to be built up solidly, the ceaseless flow of 
the great stream of humanity crossed the Harlem River on the North 
to spread out and make the Bronx. 

Then it rushed over the East River bridges to populate Brooklyn and 
the Long Island suburbs. 



REAL ESTATE ADVERTISING. 133 

Now it is about to be turned strongly in a new direction by the three 
new railroad tunnels under the Hudson River from Manhattan to New 
Jersey. 

That section of the State long ago — even before tunnel connection 
with New York was even dreamt of — derived great benefit from its near- 
ness to the metropolis. 

It has grown steadily and rapidly. Latterly, in anticipation of the 
closer union with New York, as well as on account of the general pros- 
perity of the country, the development has been very rapid indeed. 

THIS HAS BEEN PROVED. 

Now, it has been proved over and over again, and as clearly and con- 
clusively as anything can be proved, that new or improved means of rapid 
transit anywhere in or around New York always result in an unusual 
growth of the territory affected, and a sure advance in real estate values. 

The opening of the Subway to the Bronx is a case in point. 

That caused an increase of several hundred per cent, in land values 
ALMOST IMMEDIATELY. 

You don't have to be a lawyer or a great business man to see the 
force of this argument. 

Doesn't your plain, ordinary common sense tell you that the tunnels to 
the New Jersey suburbs of New York create a distinct opportunity for 
the man who makes a well advised investment in real estate there now? 

There has been no secret about these New Jersey tunnels. 

People have known for ten years or more that they were to be built. 

But until very recently it cannot be said that the tunnels had very 
much influence on New Jersey real estate. 

Now, however, it is different. 

The tunnels are almost done. 

The result is that now investors and homeseekers are waking up to 
the grand opportunity, and prices of property — even such as is likely to 
be only indirectly benefited by the tunnels — are beginning to advance. 

What has taken place in Brooklyn, the Bronx and elsewhere around 
New York is going to be repeated in the New Jersey suburbs, and those 
who are wise enough to do as others did with their opportunity elsewhere 
will surely make money here. 

FACTS, NOT GUESSWORK. 

This prediction is not built on mere guesswork. It has a sounder basis. 

Effects are never without their causes. 

There are laws in real estate as certain in their operation as those 
in the realm of science. 

That is why real estate experts are able to forecast results from their 
knowledge of cause and effect in property values. 

Doing away with the tedious and unpleasant ferrying across the Hud- 
son River will save from twenty to thirty minutes in the time required to 
go from the New Jersey suburbs to the business center of New York. 

That is the same as bringing those places miles nearer to New York. 



134 PUSHING YOUR BUSINESS. 

MINUTES MEAN DOLLARS. 

The value of every house and lot in these suburbs ought to be in- 
creased at least $30 for every minute clipped off the time required to get 
to the city. 

There isn't the slightest doubt about that. 

It is reasonable, and, more than that, the same thing has occurred 
in other places under similar circumstances. 



Following is an extract from a leaflet written for the Colony 
Farm Homes Association of St. Louis, Mo. : 

A FEW WORDS WITH THRIFTY FARMERS. 

What are you living and working for? I'm not asking that thought- 
lessly, nor is this to be a sermon. I ask the question simply to set you 
thinking. 

Do you want to work all your days for little more than a bare exist- 
ence and leave your children a legacy of more hard work and mortgages 
to pay? 

That's about the way it'll be if you keep on working an expensive, 
more or less unproductive, farm in an older settled part of the country. 

W r hy not stop working against heavy odds and go to Northern Texas, 
the land of health, wealth and contentment, where you can quickly become 
independent and give your children the chance they ought to have? 

If you have never considered leaving the hard, unpleasant, unprofitable 
farming conditions where vou are now and moving to this best part of the 
great new Southwest, THINK ABOUT IT SERIOUSLY NOW. 

Read every word of the Mendota Colony Farms booklet I have sent you. 

It tells you about your greatest opportunity — just the opportunity 
that you have been looking for all these years. 

It tells you about the Mendota Colony Farms in the Washita and Red 
Deer Valleys of the Eastern Pan Handle of Texas, where you can buy 
ten acres of land for what one acre costs you where you are living. 

And it's better land, too. 

WHAT THIS MEANS TO YOU. 

It tells you how, with the same amount of work, you can get much 
larger returns than you are getting now, and all the time you and your 
family can live in the most delightful and healthful climate in the United 
States — in the Highlands of Texas. 

There are some things about the Mendota Colony Farms that I did not 
touch upon when I wrote that booklet, and there are others I did mention 
that I want to emphasize, so I'm writing this circular. 

I want you to consider that what T say here is just as personal to you 
as if you were one of my neighbors or friends and had come over to my 
place for a little visit and to get some advice from me, 



REAL ESTATE ADVERTISING. 135 

SOME PERSONAL ADVICE. 

Now I want to tell you that if you were a relative of mine or my 
closest friend I WOULD NOT and COULD NOT give you any better 
advice than I am giving all readers of that booklet when I say 

"Get one of the Mendota Colony Farms now." 

I was born on a farm. I was raised in the country, and for the last 
twenty-five years I have been engaged in buying and selling lands in the 
West and Southwest. 

During that time I have made a pretty close study of soils, crops and 
agricultural matters generally- 

I know good land when I see it. 

For a long time I had watched the situation in the Pan Handle of 
Texas. I knew that the cattle men there couldn't hold those great fertile 
tracts much longer against the flood of homeseekers swarming into this 
"Last West" of the United States. 



A Beautiful Lot 



I am not going to tell you exactly on what street it is 
located (if you knew now, you would hurry to buy), [s in 
one of the most aristocratic sections of this grand old city and 
beautiful homes and very expensive homes are all around. 'Tis 
ou one of the best known streets, where things are beautiful. 
Lot is 100 and over 200 feet to alley, and elevated about 4 
feet, and then level. Has pretty shade. Lot can be divided if 
you want 1-2 of it. Price reduced to S2,000. 

Now, let me say this : You can't beat this for price, loca- 
tion and beauty to save your life. Now, then ! 

CARL H. FISCHER, 

Bell Phone 3860. 1114 Fourth National Bank Bldg. 

It may be a beautiful lot, but this is not a beautiful ad. There is too much 

mystery in it. The buyer is bound to see the property anyway, so why 

not tell him where it is and not waste your space and his time by 

such a blind announcement as this ? Exact information is what 

the real estate buyer wants. While you are trying to 

excite his curiosity somebody else may be 

selling: him a definite piece of property, 



136 PUSHING YOUR BUSINESS. 

VIRGIN SOU,, READY FOR THE PLOW. 

I knew that rich, well-watered soil five or six feet deep, was too good 
to be used for grazing; purposes alone, when there were thousands of 
farmers looking for just such virgin soil, all ready for the plow. 

The ranchmen realized what was coming, too. They knew that, sooner 
or later, they would have to sell out and move out. 

But they did not propose to sell their lands piecemeal to small farmers. 
They would sell only in big tracts. 

That's where the Colony Farm Homes Association came in. 

I made up my mind there was going to be an immense demand for 
this land — especially in the fertile Washita and Red Deer Valleys, in 
Hemphill County, where the land is best adapted for diversified farming. 

I had no difficulty in interesting some St. Louis business men in this 
land. They said: 

"Let us buy a tract of this land while it is cheap and open it up to 
homeseekers." 

The Colony Farm Homes Association was formed, and a committee 
was sent to investigate the situation in the Eastern Pan Handle, adjoining 
the rich lands of Oklahoma, now all sold and occupied. 

When the 25,000-acre tract at Mendota was offered us we fairly jumped 
at the chance. 

RIGHT ON THE RAILROAD. 

Here was a beautiful stretch of rolling land, abundantly watered, soil 
a rich chocolate loam, all readv for the plow, the land free from timber 
and brush, and all of it WITHIN SIX MILES OF THE MAIN LINE 
OF A GREAT TRANSCONTINENTAL RAILROAD. 

Do you wonder we grasped the opportunity? 

Now we are passing this opportunity on to you. 

The question is, will you take advantage of it? Will you take enough 
interest to go on one of the low-priced excursions to Mendota to see with 
your own eyes what kind of land you can buy now for from $8 to $18 
an acre? 

All of this land will be sold to farmers, and that quickly. 

I do not hesitate to say that every man who buys a farm in the Men- 
dota tract now and works it faithfully will be comfortably well off five 
years from now. 

He ought to be a rich man in ten years. 

It can be done, because it has been done and is being done right 
there in Hemphill County on land not as good as ours. 

IN THE HEART OF CIVILIZATION. 

Remember this is not a wilderness. The town of Canadian, about II 
miles from the Mendota Colony Farms, has a population of 1,200. It has 
excellent churches, stores and* schools. There is located at Canadian a 
college attended by children of farmers for many miles around. 

This town is only a few years old. We expect that Mendota, the new 
town on our property, will grow as fast as Canadian has grown, 



REAL ESTATE ADVERTISING. 137 

Every buyer of at least 80 acres of the Mendota Colony Farms land 
will have a special interest in the growth of Mendota, as he will be given 
a 50xlo0-foot town lot free. 

In all that I tell you about the Mendota Colony Farms I purposely 
UNDERSTATE rather than OVERSTATE the facts. 

The point is this: I want you to see the land, and to be agreeably 
surprised when you do see it. 

VISITORS ALWAYS SATISFIED. 

That's the. way it has been with everybody I have taken down there, 
and the more the visitor knows about soils and practical farming, the more 
enthusiastic he becomes when he personally investigates the Mendota 
Colony Farms. 

If you can't go yourself now, you'd better send some member of your 
family to look at this land and make a reservation for you. 

You can't tell — this land may be all sold in a few months. One thing 
is certain, prices will go up; so it won't pay you to put this matter off. 

Go yourself, and get some of your neighbors to go with you. If you 
can't possibly go, you will be doing your friends a kindness to urge them 
to do so, at any rate. 

But if THEY go and get one of the Mendota Colony Farms and 
begin to prosper very quicklv it won't help YOU any — YOU SHOULD 
GO, TOO, IF YOU POSSIBLY CAN. 

YOU CAN TRUST US. 

You can have perfect confidence in doing business with us. This 
Association is made up of straightforward, honest men, who will give 
you a square deal. 

Moreover, it will pay you to deal with us, because we employ very few- 
agents, and by selling direct to you we cut out agents' commissions and 
give YOU the benefit of the saving, which amounts to a good deal — more 
than a hundred dollars in some cases. 

Our terms are easy, one-third of the total purchase price down, and 
balance in equal payments due in one, two, three and four years, with 6 
per cent, interest on deferred payments. 

You will be able to pay for your farm from the profits of the first 
two or three years— probably before the payments are due. 

DO SOMETHING ABOUT THIS NOW. 

If you buy at least 160 acres we will refund your railroad fare to 
Mendota and return on your trip of investigation. 

If you want to go on one of the low-priced excursions to Mendota, 
either now or a little later, please fill out the coupon below, tear it out 
and mail it to me TO-PAY, so that I may know when to expect you. 



REAL ESTATE ADVERTISING. 139 

In response to a request for information concerning the campaign of 
rhich the large advertisement of Midwood Manor reproduced in this 
chapter was a part, Mr. Henry K. Hannah of the Siegfried Advertising 
Agency, New York, wrote to the author as follows: 

SIEGFRIED ADVERTISING AGENCY, 

21 Park Row, New York. 

Oct. 9, 1908. 
My dear Sir: — 

In reply to your letter of October 6, the particular campaign of which 
you saw examples can hardly be considered by itself in saying anything 
about the advertising of Wood, Harmon & Company. 

Early th!s year Mr. William E. Harmon decided upon an aggressive 
sales campaign. This fact is only of interest because the general feeling 
among real estate men was that it would be a very poor year for that 
business. Mr. Harmon's estimate of the situation has proved true, because 
the year to date has been the largest in the history of their business. Mr. 
Harmon is a great believer in advertising, so that through the spring and 
summer the name of Wood, Harmon &■ Company and the particular prop- 
erties which they wanted to sell have been continuously before the New 
York public. 

There were instances in some of the first advertising of the year where 
the cost of advertising was more than paid for by the commissions saved 
on sales, and this on property which had been put upon the market two or 
three years ago. The market seemed so good that it was decided to try 
some new property. A property was opened and called Flatbush Gardens. 
The advertising of this particular property was confined to two New York 
papers, and one advertisement was a double page. The results of this cam- 
paign showed an advertising cost on sales of 1 per cent. In other words, 
$600,000 worth of property was sold at an advertising cost of $6,000. 

This particular sale brought out a great many people who wanted a 
better kind of property. Wood, Harmon & Company decided to further test 
the market by offering for sale one of the choicest properties they owned 
in Brooklyn. This they called Midwood Manor. Through the previous ad- 
vertising and leads which salesmen had already through the opening of 
Flatbush Gardens, along with vigorous use of circulars to old customers 
and to people who had replied to previous advertising, this new property 
began to sell. An advertising campaign of $16,000 was outlined. The half- 
page preliminary advertisement appeared on August 20. This was followed 
a week later by the use of half pages in some of the New York papers and 
double pages in the Brooklyn "Eagle," New York "Herald." "Times," 
"Evening Journal" and "World." The immediate results of this advertising 
were not such as to produce a sensation in sales. The probable explanation 
of the quieter response lies in the fact that it was high-priced property. 
The sale has been steady and continuous from the first, until to date more 
than $1,000,000 worth of this property has been sold, at an advertising cost 

of less than $10,000. 

Very truly yours. 

SIEGFRIED ADVERTISING AGENCY, 

Henry K. Hannah. 



CHAPTER IX. 

Effective Business Letters. 

BUSINESS correspondence is really a part of advertising be- 
cause the object of most business letters, directly or indi- 
rectly, is to increase profits. 

It is no easy or simple thing to write letters that will make 
people do just as you want them to do. 

It is hard enough even in a personal interview to bend the will 
of another to your own in a business matter. 

To accomplish the same end by correspondence, there must be 
something in the letter to take the place of the enthusiasm, the ver- 
satility, the magnetism that are brought into play when there is 
personal contact between you and your "prospect." 

This matter of doing business by mail has become so important 
that whole books have been written on the subject and there are 
specialists who conduct courses of instruction in business corre- 
spondence. 

There is surely a field for work of that kind. It needs only a 
cursory reading of any average batch of correspondence — one morn- 
ing's mail, for instance — to convince one that the art of writing 
good business letters is a lost one, or rather that it has never been 
learned by most business men. 

The average business letter is a formal, lifeless ineffective piece 
of literature. It is courteous in a conventional sort of way, but it 
is not skilfully done and lacks the genuine human interest touch 
which it is possible to give even through the medium of paper and 
typewriter ink. 

Business letter writing is about where advertising as a whole 
was a generation ago. When the importance of this subject is more 
generally recognized as much attention will be paid to the improve- 
ment of business correspondence as is now devoted to the planning 
and writing of advertising matter proper. 

The development of the "mail order" business and the establish- 
ment of scientific follow up systems is making it absolutely essen- 
tial that as much thought and effort be expended in producing let- 
ters that pull, that close up business, as is given to the preparation 
of advertisements to get the initial inquiries. What folly it would 
be to get the names of a large number of possible customers, through 



EFFECTIVE BUSINESS LETTERS. 141 

your strong advertising matter and then fail to hold their interest, 
convince them arid lead them to act by means of your correspond- 
ence with them. 

FOLLOWING UP PROSPECTS. 

Getting the inquiry is only the first step in making a customer 
of such a prospect. Whether or not you make the transformation 
complete depends largely upon the skill and tact with which you 
handle your inquirer in your dealings with him by letter. That 
is a self-evident truth. The "why" of it is apparent, but the "how" 
is not so easy. 

If the reading of this chapter convinces you that there is room 
for improvement in your business letter writing, it will not have 
been written in vain. 

The first step toward improvement is to realize the necessity 
for it. 

If you feel that you are in a rut it is really an encouraging sign, 
because in that case the chances are that you will get out of it. 

Study and practice will make you a good letter writer and 
increase the results from your business correspondence by a good 
percentage. 

This is not theory, but a fact proved in the experience of 
thousands. 

A letter that comes to the point as soon as possible is best. 

The day of lengthy preambles in business letters is past. There 
may be no limit to the length of presidential messages, but few per- 
sons, aside from editors, are compelled to read them in full. 

Somebody patiently wades through the President's message, and 
arranges the meat of it in tabloid form for the convenience of busy 
readers. 

There is nobody to perform that service for the verbose business 
correspondent, so the wise writer summarizes his own business mes- 
sage. 

But while dispensing with preliminaries, it is not necessary or 
desirable to be blunt. Circumstances alter cases. Sometimes it 
might be the best way to announce your proposition "first crack out 
of the box," as the saying is, but as a rule it is better to start off 
with a paragraph, which, while not extraneous exactly, still does not 
at once explain your proposition, but rather leads up to it and pre- 
pares the mind of the reader to receive it. 



142 PUSHING YOUR BUSINESS. 

Getting attention is important. Some business letter writers go 
so far as to start their letters with a display line, just like the 
headline of an advertisement. Judiciously used, this is a good thing 
to do. 

The human mind often needs a jolt to make it turn in a new 
direction. Moreover, it is natural to try to satisfy curiosity, so 
that a display line in a letter practically compels the reader to 
continue into the second paragraph of your letter. 

But the balance of your letter must carry out the proposition 
you state in your opening. You must "make good," or your letter 
is worse than wasted. When you have got your man's attention 
hold his interest, convince him, make him act! 

Make your paragraphs short because a short paragraph letter 
looks interesting and easy to read, while long paragraphs give the 
impression of heaviness. 

This applies particularly to a form letter because the recipient 
does not have to read it, and, nine times out of ten, if it does not 
look interesting he won't read it. 

So you may write with the wit of a Mark Twain or with the 
logic of a Daniel Webster and it will do you no good if your mes- 
sage is not attractive enough in appearance to get itself read. 

If it is an imitation typewritten letter let it be a perfect imi- 
tation. "Process'' letters are so well made now-a-days that it is 
impossible for the average person, not an expert, to distinguish the 
imitation from the genuine, so that the moral effect may be the 
same and the recipient may feel just as if he were reading a letter 
dictated to him personally and the chances that he will act favorably 
upon your proposition are correspondingly greater. 

Besides clearness to the eye, clearness to the mind is an essen- 
tial thing in a business letter. 

DON'T HIDE YOUR LIGHT. 

The idea you have in your mind may be a brilliant one, but your 
light is hid under a bushel if you have not the happy faculty of con- 
veying your thoughts to others in correct and lucid English. 

It is a convenient excuse to lay the blame for faulty construc- 
tions, mis-spelled words and ambiguous expressions upon the ste- 
nographer and typewriter, and it is true that the stenographer, 
despite shining exceptions in individual cases, has a great deal to 
answer for in the way of murdered English. But, nevertheless, in 



EFFECTIVE BUSINESS LETTERS. 143 

very many cases, the responsibility for blunders and solecisms rests 
entirely with the person who dictates and signs the letters. 

You must be well grounded in the rules of syntax, and if you can 
study the derivation of words and the shades of meaning in syno- 
nyms, so much the better. 

CLEARNESS AND BREVITY. 

But, after all, the important thing is to be able to write clearly, 
convincingly and concisely in colloquial English. 

It is true that some persons have the gift of expression to a 
higher degree than others, but it is a question whether or not this 
is so much a gift or a talent as it is the result of study, reading 
and practice. 

One thing is certain, any business man can cultivate facility in 
this respect, and, moreover, while the study of good models, such 
as the letters reproduced in the latter part of this chapter, is an 
excellent thing, the fact remains that it is for every man to work 
out his own salvation by constant practice in his own business. 

As far as this matter can be summed up in a formula, it is this: 

Avoid conventionality and put human interest into your letters. 

For example, the modern business letter writer tabooes such 
worn-out formalities as these: 

Your esteemed favor of the 12th inst. is received. 

We acknowledge receipt. 

Replying to yours of recent date. 

We beg leave to say. 

In compliance with your request of the 28th ult. 

Your valued order. 

Trusting that this explanation will prove entirely satisfactory. 

And so on indefinitely. It is much better instead of "begging 
leave'' to say just to say it and be done with it. 

While it is a very good thing to mention the date of a letter 
to which you are replying, it can be done incidentally and in a way 
that takes the formality out of the expression. For example, sup- 
pose a customer of your bank wrote you on the 10th instant asking 
if you had any good municipal bonds you could recommend to small 
investors. The common way in this case would be to start off the 
letter in reply to this inquiry like this: 

"Replying to your esteemed favor of the 10th inst., we beg leave to 
state that," etc. 



144 PUSHING YOUR BUSINESS. 

A better way would be: 

"New York City 3 per cent, bonds, a few of which we have for sale 
at 102, we believe would just suit the requirements you mention in your 
letter of the 10th inst. asking about good investments for a small amount." 

So far we have considered largely the mechanical features of 
letter writing — the externals, so to speak. 

But salesmanship on paper goes below the surface and between 
the lines. 

The content is more important than the form, but the wisest 
way to do is to make both form and content as effective as possible. 

It takes only a little to turn the scale in your favor sometimes, 
so is it not sensible to make every business letter you write as strong 
in every way — both as to form and content — as can possibly be 
done ? 

In a follow up series each letter, as a rule, should contain a new 
proposition. 

Perhaps the best authority on this subject of business letter 
writing is Mr. Sherwin Cody of Chicago. Writing on this subject 
of salesmanship on paper in his excellent book, "How to Do Busi- 
ness by Letter," Mr. Cody says: 

"If you wish to write letters or advertisements that will get orders, it 
is necessary to do five things. 

"First, take the natural desire for the thing to be sold which you may 
expect the customer to have already, and try to fan up that natural desire 
into a very keen desire. 

"Always start from the customer's point of view, never by telling 
what you have to sell. 

"Second, show the customer just how the thing you have will help him 
to satisfy his desire. In other words, appeal to his common sense. 

"Third, do something to prove your statements, for the ordinary man 
thinks that most salesmen and advertisers are liars, and proof is necessary 
to give him confidence. 

"Fourth, write your letter in that energetic, enthusiastic, forceful, 
friendly style that will make the man feel like ordering. 

"Fifth, tell him just exactly what you want him to do, as it were plac- 
ing an order blank under his hand, giving him a pen, and telling him to 
write his name there. 

"Many a soliciting letter fails because when the customer has read the 
letter through, he is somewhat confused in regard to what he is expected 
to do, and so he puts the matter off and forgets all about it." 

An institution which conducts a successful follow-up system is 
the Franklin Society for Home Building and Savings of No. 1 
Beekman street, New York. Mr. Henry A. Theis, second vice- 



EFFECTIVE BUSINESS LETTERS. 145 

president of the institution, makes the following statement con- 
cerning its advertising: 

In its advertising, the Society recognizes two essentials: 

Strong advertising copy to attract inquiries, and 
A concise and clear presentation of its principles and its 
methods. 

By carefully selected advertising and judicious handling of inquiries, 
the Society has made rapid strides in the increase of its deposits. Dur- 
ing the first ten days of January, in number, one-third of the new accounts 
were traceable to advertising; and in amount, three-fifths of the sum total 
of new accounts opened. The first five months of this year showed an 
increase in deposits equal to the increase for the whole year of 1907. 
Of the number of accounts opened, one-third were directly traceable to 
advertising, representing an amount one-half of the sum total to the 
credit of ail new accounts opened during that period. 

JANUARY AND JULY ADVERTISING. 

The new business alone was far in excess of the total gain in deposits 
for the first six months of last year. It is the policy of the Society to 
advertise extensively around the first of July and January, when the 
minds of men are naturally turned towards their savings accounts. Dur- 
ing the period intervening, a small copy is used to bridge us over until 
the next extensive advertising. The insertions in the various papers are 
doubly keyed, and a follow up card is made for each inquirer. A glance 
at this card will tell the source and substance of his inquiry, the letters 
and literature he has received, up to the time an account is opened. 

A ledger account is opened for each medium, which shows the actual 
results in accounts opened and the cost of the advertisement. These two 
series of cards form a record from which all proportions can be readily 
worked out. 

REDUCING ADVERTISING EXPENSE. 

It is often claimed that it is undignified for a financial institution 
to use a follow up system. Our records show that without it a great deal 
of business would be lost to us, and the cost of our advertising materially 
increased. The two together, properly managed, work hand in hand, and 
the following up of inquirers with dignified letters and literature, greatly 
minimizes the expense of advertising. 

We are at present in the midst of our July campaign, anil all indi- 
cations point toward splendid results. Our list includes twelve New York 
dailies, and papers in Brooklyn, Newark, Jersey City, and Providence, R. I. 

A MODEL FORM LETTER. 

The copy of one of the form letters used by the Franklin So- 
ciety is as follows: 



146 PUSHING YOUR BUSINESS. 

Dear Sir: 

Referring to your recent inquiry, we are pleased to send you some 
additional printed matter about the Franklin Society. We hope you will 
find it convenient to read the enclosed leaflets and invite your attention 
respectfully to these facts: 

1. The Society has a long and honorable business record, this being 
its twenty-first year in its present office location in the City of New York. 

2. The Society is by law subject to the strict supervision of the State 
Superintendent of Banks, its books and securities being examined in detail, 
at least once a year, by a Public Examiner. 

3. You do not speculate when you invest your savings in the Franklin 
Society. Your money goes into first mortgages on small homes, in a 
vicinity where population is growing faster than elsewhere in the world. 

4. The Society has savings members in many states. Deposits earn 
from the first of the month following each deposit. We issue a little pass 
book that makes it very easy for you to save by mail. 

Yours very truly, 

H. A. Theis, Second Vice-President. 

Detailed suggestions on name lists and mail campaigns for 
banks were given in "The Bankers Magazine" by C. L. Chamber- 
lin as follows: 

Many banks are now using newspaper advertising to increase business, 
and are doing so with remarkable success. But that success might easily 
be doubled, and at a much smaller expense by the use of a name list and 
a follow up system. 

Banking by mail succeeds best when purely "mail order" methods are 
used. 

It is not sufficient to write a single letter or send one circular. A 
single piece of advertising matter may make an impression, but not a deep 
enough one to result in immediate action. If this letter is followed by a 
second and a third piece of advertising matter the impression is deepened 
and in many cases a customer is secured. 

Mail order men say that selling by mail would be a failure were it 
not for the "follow up" system. 

Let us endeavor to learn just what a banker's follow up system should 
consist of, how the name list is made up, and how both may be used to 
the best advantage. 

If the bank is to receive deposits and transact a general banking 
business by mail, its advertisements may cover many mediums and an 
extended territory. Country papers make good mediums for any bank 
located at the county seat, whether it does business by mail or not. 

A BOOKLET NECESSARY. 

In either case, the bank should have a small booklet prepared to send 
inquirers by mail or in person. This booklet should contain a full state- 
ment of the advantages it is prepared to offer. It should be of a size to 
fit regular envelopes without folding. The S^xlMnch envelope has 



148 PUSHING YOUR BUSINESS. 

special advantages. There is always an official appearance about a large 
envelope which aids much in getting its contents read by the head of a 
firm. It is claimed that when a large sealed envelope of good quality is 
used, the chances are that a subordinate will pass it along to his chief 
unopened, thinking it to be some private matter. Of course such care 
will not be necessary when mailing the booklet to a person who has asked 
for it, since the interest which stimulated the inquiry will cause the re- 
cipient to give the booklet a reading. 

"When the prospect calls in person, his name and address are taken 
and later recorded on a card which is filed in a card index drawer. The 
names of those who make inquiries by mail are kept in the same way. 

After one week has passed and nothing further has been heard from 
an inquirer it is time for the follow up system to begin its work. 

THE FORM LETTERS. 

The first piece of follow up material sent will be a letter. This may 
be a personally dictated letter if the list of names is not large, and the 
bank officer has the time. Or it may be a form or imitation typewriter 
letter. In the latter case, the name and address of each individual will be 
filled in by a typewriter through a ribbon the ink of which is of exactly 
the same shade as that used in printing the letters. This letter will be 
something to the effect that since the bank has complied with the request 
for information it has been looking for a deposit, or at least a reply, in 
person or by mail, to report on the decision reached. If the contents of 
the booklet were fully understood and the advantages of a good bank 
realized, the bank feels sure the person would wait no longer. 

If anything in the booklet was not fully understood the bank will be 
pleased to discuss the point either in person at the bank or by mail. May 
the bank not be favored by a call or reply? 

If the time of writing is between the first and fifteenth of the month, 
state that all deposits made before the fiftenth will be dated from the 
first. Similarly, all deposits made after the fifteenth until the last of the 
month will date from the fifteenth. 



RESERVING GOOD ARGUMENTS. 

This is a good point to make, and should not be mentioned in the 
booklet, but held back for this purpose. When operating a follow up 
system it is always wise to hold back some one or two of the strong 
arguments for this time. If a man can be landed by the booklet he will be 
secured without the use of all the arguments. It is difficult to write good 
copy for follow up matter unless something has been thus kept in reserve. 

After this letter allow ten days or two weeks to pass before sending 
anything more to those who have still failed to respond. Then send a 
folder gotten up in the best possible style, but consisting of only four 
pages. The contents might include opinions of well known men on banking, 
the advantages resulting from doing business with a good bank, etc. 




ASSETS OVER FORTY-TWO MILLION DOLLARS 

THE CITIZENS 
SAVINGS «I? TRUST CO. 

Capital and Surplus. Six Million Dollars. 

CLEVELAND, 0. 

Jan. 21, 1907. 



T. D. UacGregor, Esq., 

Philadelphia, Pa. 

Daar Sir:- 

I am duly in receipt of your esteemed favor of the 
19th inst., and take pleasure in enclosing you herewith a 
booklet describing our system of "Banking by Hail" from which 
you will note that we pay four per cent interest, compounded 
semi-annually, on savings accounts of any amount from One 
Dollar to Ten Thousand Dollars. I am also sending you under 
separata cover a copy of our financial statement together with 
other literature bearing on the business and offices of this 
institution and desire particularly to call your attention to 
the large reapurces of this bank amounting to over Forty Two 
Million Dollars, to its paid up capital and surplus of Six and 
a half Million Dollars, and to the high financial standing of its 
board of directors, executive committee and advisory board. 

The funds of the bank are invested in high grade 
invostment securities, on first mortgages and well secured 
collateral loans, no monoy being loaned on endorsed or 
commercial paper. By reason of the extensive manufacturing 
interests of the city of Cleveland and the consequent active 
demand for money, its savings banks are all enabled to safely 
pay four per cent Interest, while the banks of other cities, 
not enjoying the sane privileges, are unable to pay more than 
three per cent. 

I trust you will favor us with your account in which 
case kindly sign the enclosed signature card and return it to 
ub with your first deposit. 



Yours very truly 




150 PUSHING YOUR BUSINESS. 

These advantages should be definitely stated for the different classes 
of people separately. Thus it may show reasons why the business man, 
farmer, workingman, teacher or professional person should deal with the 
bank. It should show the advantages of saving by means of a bank by 
pointing out what systematic saving has done and will do. The advantages 
of checking accounts, and of having acquaintances among the financial 
leaders are also subjects on which much could be said. In general, the 
folder should aim to give a complete statement of what the bank can 
do for its patrons. 

Such a folder may be accompanied by a very brief letter to the effect 
that the bank thinks the recipient may be interested in reading this little 
folder, which the bank has just issued. The letter and folder should be 
sent in a sealed envelope of the same grade as that used in the regular 
correspondence. 

A HOUSE ORGAN. 

Another period passes during which more drop into the bank, from 
which some become regular depositors. If the bank is not doing a regular 
business by mail, it may close the follow up with the next piece of mat- 
ter sent out. Some banks may continue to send out a similar line for some 
time longer. Those doing a regular business by mail will find it of great 
advantage to publish a small magazine or house organ every month or so. 
This would be mailed free to all names on the mailing list. Of course, 
whenever any person comes into the fold by becoming a regular customer 
of the bank, his name will, be removed from the mailing list and entered 
as a customer. 

Before giving up entirely the name of any person who has once shown 
an interest in the bank it is well to send him a "special" letter. A skill- 
ful letter writer can produce a letter which will bring as high as four or 
five from every ten sent out. 

In a letter of this kind some writers affect an injured air, and refer 
to the amount they have thrown away in postage and printed matter. 
While this kind of letter will many times bring a high percentage of re- 
plies, some of them are very apt to be of the sarcastic kind. 

A better way is to refer to money or printed matter wasted only in 
the most general terms, if at all. Speak of the time the writer has taken 
from the recipient, who is supposed to have read all this matter. Then say 
frankly that the bank has no desire to impose upon anyone. If people 
do not wish to make use of its services it has no desire to insist. Hence 
if the recipient of this letter does not wish to have his name remain longer 
upon the mailing list the bank will remove it and send no more matter of 
any kind. The bank encloses a stamped envelope for an early reply. 

On the other hand, if the person is not yet ready to make use of the 
bank's facilities, but is interested and may have need of the bank's ser- 
vices in the future, the bank will gladly retain the name and continue 
sending anything which it believes will be of interest. This involves no 
promise other than an expressed interest in the bank's methods of business 
and a statement that whenever the person shall have use for banking facili- 
ties he will at least give the bank an opportunity to show what it can 
do for him. 



Capital 8»Sj:rpi.os$800.0oo 

Peoples Savings Bank and Trust Company 

(A CONSOLIDATION WiTH THE FIHSTNAHOXAU BANK) 
OLDEST SAVINGS BANK JN ROCK ISLAND COUWTV 

MOLINE.lLLS.. Jan. 21, 1907. 
Mr. T. D. MacGregar, 

14th. Floor, Horth American Bldg., 
Philadelphia, Pa. 
Dear Sir»- 

We are pleased to send you some reading matter 
about our bank and banking -by -mall, as you have requested. 
You can deposit any amount of one dollar or more. It will 
draw interest at the rate of 4 percent, compounded semi- 
annually. 

•A Pioneer Bank" tells briefly the interesting 
story of a bank which began with the Western Country and 
has grown with it. "It la a part of the soil", so olosely 
is it identified with this Western Country. 

"Our Savings Bank at. Your Door" desoribes the 
easy way of bankingrby-mail. In the back you will find a 
slip which please sign and mail to us with your deposit. 
We will return pass book to you together with forms of letters 
for deposits, receipts for withdrawing funds, and addressed 
envelopes. 

We sincerely hope we may have the pleasure of a 
deposit from you. 



Yours truly, 
HLC/S 7ioe President 






152 PUSHING YOUR BUSINESS. 

EXPERT HELP. 

A bank wishing to make use of a follow up system will find it money- 
well spent to have all the letters and printed matter prepared by an expert. 
There is so much more drawing power in a well written letter. It does not 
lie in tl.e number of words used but rather in the way in which they are 
put together. No banker who has not made an extensive study of mail 
order and trade soliciting letter writing can hope to produce copy equal 
to that of the expert. His letters may draw even fifty per cent, of re- 
plies, but if the expert's will draw seventy-five to eighty per cent, of re- 
plies, are his services not worth the increase in cost? 

■:■■"• ; 

A FOLLOW UP PLAN. 

A simple plan for handling the mechanical end of a short follow 
up system for a bank is as follows: 

Have a card file set aside for the purpose and as each inquiry is 
received (either by mail or in person) put the name and address on a 
card. 

Arrange cards alphabetically. 

Send out the first form letter at the same time you send the booklet. 

The first form letter should likewise be enclosed in each copy of book- 
lets you give away to personal inquirers at the bank. 

At the top of the cards should be printed the thirty-one dates of the 
month and a movable tab or index should be used to indicate the date when 
the next letter is to be sent, the interval between the letters being about 
ten days. 

When an inquirer becomes a depositor, his card should at once be 
removed from the "prospect" file as it probably will not be necessary to 
send him further form letters, except such as go to all the depositors on 
the bank's books. 

The person having this matter in charge will look at the file every 
day and get the names of the persons to whom letters are to be sent 
that day. The tab should be moved ahead ten days at the time the name 
is copied for addressing, and "first letter," "second letter," etc., should 
also be indicated on the card. 

This is important, because confusion will result if it is not done. 

It is likewise very important to get the names and addresses of per- 
sons asking for advertising matter personally at the bank, because if that 
is not done they cannot be followed up. 

The idea is to make the plan as simple and effective as possible, but 
it will need careful attention to get the best results. 

Everybody connected with the bank should have his attention called 
to the advertising and be able to give inquirers the desired information, 
or direct them where to get it. 



EFFECTIVE BUSINESS LETTERS. 



EXECUTIVE DEPARTMENT Cl'CVClStttfc', CAP,TAL $"00000 qp 

SURPLUS $2,500,000 °° 



Cleveland. Aug. 30, 1907. 



Mr. T.T). MacGregor, 

Philadelphia, Pa. 
Dear Sir: 

In honor of the completion of our new Main Office 
building the first of January, we are getting out a souv- 
enir hook, at considerable cost. This book will contain 
a history of The Cleveland Trust Company, showing the in- 
teresting steps in its marvelous growth,, a descriptive 
article, with profuse illustrations, setting forth the archi- 
tectural features of our building, besides other articles of 
interest. In form it will resemble a handsome library book 
of 120 pages and will be worthy a permanent position in any 
library. 

We are anxious not to waste any of these books and 
are sending them out to a selected list of people who are 
now customers of The Cleveland Trust Company or possible 
oustomers. 

Will you kindly fill out and return to us the 
enolosed card which will give us the information we desire 
in your case? 




SOME MODEL LETTERS. 

Good points can be obtained from a study of the Kttcrs re- 
produced herewith and of the following- extracts from effective busi- 
ness-soliciting letters of some prominent banks, trust companies 
and investment houses: 

There is a point about our 3 per cent. Certificates of Deposit which, 
perhaps, we have not yet made entirely clear to you. 



154 PUSHING YOUR BUSINESS. 

If you make a deposit in The National Bank of Commerce in St. Louis, 
we are absolutely responsible to you for your money until it is withdrawn 
by you or upon your authority. 

In other words, if you lose a Certificate of Deposit, and, at the end of 
the interest period, it is presented to us and we pay the money to a 
wrongful holder, we are the losers, not you. 

A Certificate of Deposit, as you will see from the enclosed specimen, 
is just a receipt for your deposit, but it is a negotiable receipt. 

The Certificate cannot be checked against, it is true, but that is 
really an advantage. 

When you deposit money in this way, your main object is to build up 
a reserve safely. 

You probably realize that one-third of all failures in business are 
due to lack of capital, and that most of those, who in old age must depend 
upon the generosity of others, are dependent because they neglected to 
save money when they could. 

Now, with this Certificate of Deposit for your savings, not subject 
to check, the temptation to withdraw money from the bank on a slight 
pretext is not so great and your capital is growing steadily both by inter- 
est and by new deposits. 

Get a Certificate of Deposit in this strong bank now. You will be 
taking a very wise step. You do not need to wait until you have a large 
sum— $50.00 is enough. 

And remember that your money deposited here is absolutely safe and 
profitably employed. 



We feel confident that any business transactions you may have with 
us will prove mutually profitable and satisfactory. 

We receive deposits subject to check at sight as in any bank, and 
liberal interest will be paid on daily balances. Interest-bearing certificates 
of deposit issued, payable on demand or at a specified time. 

We are also thoroughly equipped to transact all kinds of Trust busi- 
ness, to act as Executor, Administrator, Guardian, etc., Trustee of bond 
issues, as well as Transfer Agent and Registrar of Stock. 

Accounts may be opened either in person or by mail, and inquiries 
are invited and will be promptly answered. If you cannot call to open an 
account, we will send a representative to see you. 



In these times of financial disturbance you would doubtless like to 
know what, if any, effect the present flurry is having on the affairs of 
this company. 

The bulk of our assets is secured on real estate in this city and 
vicinity. Inasmuch as there has been no inflation of prices of such prop- 
erty there is no shrinkage now. All of our loans are well secured and 
payments are being made promptly. 

Investments in our bonds and mortgages have increased, thus indi- 
cating the desire of people to put their money into safe securities rather 
than leaving it on deposit in banks or investing it in stocks or other 
speculative enterprises. 




Cfje ^fortune Colon? 

of tbe Citp of I3eto gork 

437 iFifth atcnue 

UicbarD Igigbtman, president 

October 6th, 1908. 

Mr. T. D. MacGregor, 
B. Y. City. 

My dear Sin 

The announcement of the organization of The Fortune Colony 
is one of the most Important that has ever appeared involving, as it 
certainly does» the permanent well-being of many homes and the per- 
sonal thrift and profit of the individuals in those homes who apply 
for, and receive, the exceptional benefits attendant upon Membership 
in The Fortune Colony. 

And be assured that it has not been easy for us to effect 
the arrangement whereby Oolony Members may .obtain Bonds of this high 
character, usually requiring a large sum of money to start, on small 
monthly instalments or only a few dollars. 

A great business corporation with its extensive commercial 
machinery and fixed methods is usually averse to anything out of the 
accepted order, and the Company which we had selected as most desir- 
able for our Members, the American Real Estate Company, proved to be 
no exoeption to the rule. 

But the offioers of the Company were considerate and grac- 
ious and we have finally been able to effeot the arrangement whereby 
you, and a limited number of readers of other standard magazines who 
act promptly and together may, through Membership in the Colony, own 
one Of these superb Bonds by saving a small sum monthly and come into 
the full possession of your fortune at the end of only ten years. 

The enclosures show you plainly the great resouroes and so- 
lidity of the American Real Estate Company and its record of remark- 
able sucoess and fidelity through a long period of years. 

Tour Acceptance should be filled out and sent by early mail 
together with the ajnount of your first monthly instalment made payable 
to The Fortune Oolony. This will receive our prompt consideration 
and we will look after all necessary details in your behalf. 

In view of the unexpected number of Applications thus far 
reoelved indicating the early absorption of the above Memberships, we 
shall still be pleased to reserve a Membership for you for a few days 
pending the arrival of your Application. 

Very truly yours, 

THE FORTUNE^ OOLOHX^ 




156 PUSHING YOUR BUSINESS. 

In view of the existing conditions general throughout the country, 
we can understand that you might feel uneasy for the safety of an invest- 
ment. Our secured certificates are secured by first-class mortgages set 
aside in our vaults for that purpose. We will, however, be glad to send 
you a specific bond and mortgage which will be placed in your name on 
the county records. In that way you will be safely secured no matter 
what may happen to any bank or trust company in the country. You will 
get the sarre rate of interest and you will have the certificate of this com- 
pany in addition to the mortgage security. You can easily investigate as 
to the safety of the securities by writing to the County Recorder or any 
bank or business house. A fire insurance policy accompanies the papers, 
providing that in case of fire the insurance company will pay the mortgage. 

Trusting that we may have the pleasure of opening an account with 
vou in the near future, we remain — 



We take pleasure in sending you under a separate cover a booklet of 
information relative to Pittsburgh and this institution, from which it can 
be readily seen that our large capital and surplus, combined with the high 
standing of the board of directors, offers unquestioned security to our 
depositors. 

We inform you that this Company accepts savings accounts by mail 
on exactly the same terms as though made in person at our office. Direc- 
tions for opening such accounts will be found in the booklet. We enclose 
herewith a copy of our semi-annual statement, and a signature card, which 
should be filled in and sent with your first deposit. 

An account may be opened with any sum from $1.00 up, and will bear 
interest at the rate of four (4%) per cent., compounded semi-annually 
(January 1 and July 1). 

Any further information which you may desire, on this or any other 
subject bearing on banking or trust matters, will be cheerfully given. 

We assure you of courteous and careful attention, and hope that we 
may have the pleasure of opening an account with you. 



In reply to your inquiry, we are mailing under separate cover a copy 
of our booklet on banking by mail and enclose herewith a copy of our last 
financial statement. 

In addition to the regular savings accounts paying 4 per cent., we pay 
interest at the same rate on certificates of deposit of $500.00 or over run- 
ning six months or longer not subject to payment until maturity. On 
special deposits of $500.00 or over, for six months or longer, subject to 
check, we pay interest at the rate of 3 1-2 per cent, per annum. If 
checked upon before the expiration of the six months' period, the interest 
is reduced to 9 per cent. 

We enclose a signature card which you will kindly fill out and return 
with your opening deposit if you should decide to open an account with us. 

We shall be pleased to give you any further information desired, and, 
hoping that we may hear further from you, we remain — 




%f)t ^Fortune Colon? 

of t&e Citp of JQeo fork 

437 iFiftl) atcnue 

UictjarD Nightman, Iprwifirnt 



October 6th, 1908. 



D. M&oGrogor, 
New York City. 



My dear Sir: 

For fifteen years I have watched the growth of the American 
Real Estate Company. It is the oldest real estate company in the State 
of New York, and the richest and strongest. 

Men and women in all parts of the world are getting its checks, 
receiving its finanoial benefits, — even those who live in Alaska and 
Qermany and China and Africa, as well as in the big cities and little 
villages of our own land. 

Its Bonds are its promises and its promises are kept — every 
single one of them. That is why its bondholders are its friends— its 
warm friends. 

THAT IS WHY THEY WRITE LETTERS LIKE THOSE IN THE BOOK WHICH I 
AM SENDING YOU HEREWITH. 

These letters are recent; they are jubilant! they are letters 
of gratitude. They are written by men end women who know — who have got- 
ten their money on their Bonds, every penny they expected and on the 
exact minute they were due. 

Oooasionally in these letters you will find a note of regret- 
regret that they did not have more of the Bonds to cash in. 

It is one of these Bonds, payable to you yoursel f in exactly 
ten years, which you may secure by saving a few dollars monthly through 
Membership in The Portune Colonv. 

But this opportunity, very special and very interesting, is 
passing. Perhaps your Acceptance is even now on the way. Tbnt is the 
main thing— the first stone in the structure which will aurely prove a 
shelter to you in the days that lie before, building itself easily and 
steadily, and being finished almost before you realize it. Ten years is 
such a little time alter all! 

The influence of The Portune Colony is increasing hour by hour, 
and within its widening circle of helpfulness our Members are finding a 
new and definite purpose in life which makes for their personal progress 
and prosperity. 

The path to Membership is easy and plain. We made it so by 
design— for your comfort and convenience. Surely you are planning to 
walk in it. Isn't it so? 

Very jlncarely yourSV ^^ 



fi^ 



I ^" a f ' 



dent. 



158 PUSHING YOUR BUSINESS. 

We have on previous occasions written you concerning the financial 
strength of this bank as represented by our capital and surplus of $6,500,- 
000.00 and our total resources of over $43,000,000.00; and we now wish to 
direct your attention to the management, which is vested in the Board of 
Directors and Executive Committee, consisting of the following well- 
known and representative business men in this community: 



This strong management gives The Citizens Savings and Trust Com- 
pany a distinctive place among the large savings banks in the country 
affording every assurance of absolute safety and we trust that you may 
decide to favor us with your deposit at an early date. 



Perhaps you are yet undecided as to whether you should open a sav- 
ings account with this bank. We know from our experience with banking- 
by-mail customers that, if you give this method of conducting your sav- 
ings account a trial, you will be much pleased. 

On the 25th day of May, 1907. the bank will be fifty years old. This 
test of time alone, we feel, entitles the bank to a great degree of confidence. 
However, we refer with special pride to our board of directors and the man- 
agement. Enclosed herewith is a list of our directors with some comments 
regarding each. It will give you an idea of the character of the men who 
direct the affairs of the bank. 

We again enclose to you an addressed envelope, form of deposit, and 
blank for your signature. We hope to have you make a start with us. 



There is an old adage which says "The proof of the pudding is the 
eating thereof." 

We have given you all of our evidence and it is now up to you as the 
jury to decide whether or not you will find the verdict in our favor. 

As an additional proof, we beg to enclose you a few letters from some 
of the people who have been eating the pudding. 



If you will fill out the enclosed postal we will send you regularly, 
free of cost, our popular monthly magazine, "MONEY TALKS." 

"MONEY TALKS" is a bright, pocket-size publication that aims to 
be both entertaining and instructive. It will not bore you with dull finan- 
cial problems, neither will it disturb you with frivolity. It strikes the 
happy medium and is always interesting. 

"MONEY TALKS" will celebrate its first birthday next month. There 
will be no relaxation in our efforts. Many improvements will be made. 
Literary and artistic features have been planned which will make the maga- 
zine more attractive than ever. 

Incidentally permit us to call your attention to a few of the advan- 
tages of a savings account. With "Money In the Bank" you are more 
independent and less worried. You are making adequate' provision for 



EFFECTIVE BUSINESS LETTERS. 159 

sickness and old age. Your funds are safe and in no danger of being 
destroyed or stolen. You are drawing liberal interest (we pay 3 per cent., 
compounded every six months). You are accumulating capital, without 
which no business venture can be successfully consummated. 

We believe that you expect to start an account some day. But are you 
sure that your prospects will ever be any brighter than they are now? Why 
not start right away? No income is too small to save something out of it. 
No income is so large that a certain per cent, of it should not be regularly 
laid aside. 

Your deposit with us will be absolutely safe. We have a capital and 
surplus of ten million dollars. Our directors are recognized as among the 
most successful and trustworthy business men in St. Louis. 

If you prefer a checking account we would welcome it, give you good 
service and pay you 2 per cent, interest. 



Many people are holding off from banking by mail from natural fear 
of what to them is an untried proposition. 

We don't want you to deposit money with us if you have the slightest 
misgivings as to the perfect safety of it, for we believe we can reassure 
you on every point. 

We have told you pretty much all about the strength of The Cleveland 
Trust Company — its large capital and surplus, conservative management, 
its immense resources — but possibly there is something about which you 
would like more information. If so, won't you let us hear from you? We 
want your account because we know it will work to our mutual advantage 
the same as it is doing in the case of the 70,000 people who are already 
depositing money here at 4 per cent, interest. 



This Company issues a Certificate of Deposit, yielding six per cent., 
and to secure same turns over to the holder a mortgage, secured on real 
estate worth more than double the amount. Thus the investor has the 
double security of our $300,000.00 cash capital and surplus, and also the 
specific mortgage. 

The value of the property covered by the mortgage can easily be ascer- 
tained, independently of us, by writing to any bank official or business 
agency. 

These certificates meet the wants of people who desire a time invest- 
ment, as they run from one to five years, and in amounts from $500 up. 
Any bank anywhere will advance money on them. A simple endorsement 
transfers them, thus avoiding publicity. 

The mortgage is, if desired, assigned on the record to the holder of 
the certificate, so that he becomes entirely independent of the success or 
failure of this or any bank in the world. Meantime this Company, as B 
faithful clerk, attends to all details, and all the investor need do is to cut 
off a coupon once each six months, and receive the amount in gold coin or 
New York exchange. 

We will take pleasure in answering further inquiries on the subject, 
and in submitting sample forms upon request. 



160 PUSHING YOUR BUSINESS. 

Enclosed please find check for the amount of your share of the regular 
January quarterly dividend of 2 per cent., and the extra dividend of 1 
per cent., just declared by the directors of our company. 

We paid 9 per cent, in dividends last year, and start the first quarter 
of 1907 with 3 per cent. more. 

I do not need to tell you that our company is prosperous. Your divi- 
dend checks have made you fully aware of that. 

But, as partners in this business, there are details you will be pleased 
to know. 

You will be gratified to learn that since the incorporation in July, 
1905, in addition to paying regular 2 per cent, quarterly dividends and two 
extra dividends of 1 per cent., the company has earned a surplus of 
$188,290.23. 

This is shown by the certified statement taken from the books. October 
1st, 1906, by George W. Young, an authorized public accountant. 

But since then the business has been better than ever. We never had 
a bigger month's business than that of October last. 

In view of the large earnings and substantial surplus, the directors 
have decided that after February 1st, 1907, the price of any treasury stock 
of the company offered for sale should be $110 a share instead of $100. 

So, if you ha^e been a stockholder in this company for the past year, 
you have had a 19 per cent, investment, because your stock has earned 9 
per cent, in dividends and now has gone 10 per cent, above par. 

I do not believe that our stock will stop at 110. I expect to see it go 
to 120, or higher, because dividends are likely to be still greater than 
they have been. 

And for that reason, even at the higher price, this stock will continue 
to be a splendid investment. 

You have helped to make this business the wonderful success it is. 
The officers and directors appreciate your aid, and, naturally, it is their 
desire to favor the present stockholders whenever possible. 

Therefore, they have reserved the last 200 shares of the block of treas- 
ury stock issued November 21st last, to be sold at $100 a share to present 
stockholders only. 

These are positively the last shares of treasury stock to be sold at 
par, and it will be a case of first come, first served. 

After Februaiy 1st, the price to everybody will be $110 a share. 

Perhaps you wonder why the company sells any of its treasury stock at 
all when it has such a satisfactory surplus. 

Here is the reason: 

The bulk of this surplus is in the form of real estate and accounts 
receivable from real estate sold on the installment plan. This is perfectly 
good, but not all immediately available. 

We sell stock to get cash to acquire more New York City land to sell 
now, before it gets too high in price. For the more of that we get now, 
the greater will be our future dividends. 

In this special sale of stock you have the usual privilege of buying on 
the installment plan of 10 per cent, of the amount down and 10 per cent, 
a month. 

But remember this is a very limited offer, both as to time and amount. 
If you take advantage of it you cannot delay. 



EFFECTIVE BUSINESS LETTERS. 161 

If you wish, telegraph us to reserve from one to ten shares for you. 

If the stock is all sold, when your order and first payment are received, 
your money will be returned promptly. 

You should not hesitate a minute on this proposition if you have any 
monev available for investment. 



Investment banking, as compared with commercial banking, has held 
the attention of our business community for some time. 

A commercial bank's business is based mainly upon one, two, three or 
four months' notes, which are constantly being made and as constantly 
paid, because the needs of the makers are continually changing with the 
production and consumption of commodities. 

To use commercial funds for investment purposes, constitutes invest- 
ment banking, curtails legitimate business enterprises to the same extent, 
promotes speculation, and, if not checked, threatens the very foundation of 
our economic and trade system. The basis of its business is fixed, and its 
loans upon collateral are likely to remain the same for an indefinite period. 

The discounts of a well regulated commercial bank vary with the pro- 
ductive interests of the country, and are changing from day to day; ma- 
turing notes of one branch of industry are used to meet the needs of 
another. Its assets are quick assets and are in liquid form. 

The Penn National Bank is strictly a commercial bank, is under 
Government supervision, Clearing House protection and oversight, and 
maintains a proper and sufficient cash reserve. It is independent of the 
control of any single interest and is able to meet the reasonable needs of 
its patrons at all times. 

We invite your attention to the enclosed statement and offer you all 
the facilities and advantages of a commercial bank, developed and per- 
fected by eighty years of successful service. 

Your personal account, large or small, should have the same protec- 
tion as your business account. 



At this time, when so many mining stock and other glowing "invest- 
ment" propositions are being exploited, we know that you will turn with 
satisfaction to the consideration of such a safe, conservative and profitable 
investment as that presented by the Central Lumber Company of Phila- 
delphia. 

The enclosed circular tells you about an opportunity to become inter- 
ested on a profit sharing basis in an established, successful, dividend-paying 
lumber business. 

Read every word of the circular and notice that each statement we 
make is backed up by facts and figures. 

The lumber industry is one of the greatest in the world. Lumber is a 
necessity and its manufacture is one of the great natural opportunities for 
certain profit. 

The Central Lumber Company is unusually successful. 

During the past vear the net profits of the company were more than 
$20,000. 



162 PUSHING YOUR BUSINESS. 

Part of these profits went into the 2 per cent, quarterly dividends; 
part was turned back into the business. 

This year the earnings will be greater on account of the development 
of cur new tract in Pennsylvania, upon which two mills are already in 
operation. 

It isn't very often that you have the chance to become a stockholder in 
a concern actually paying such generous dividends as we are. 

The reason you have this opportunity is because the directors of the 
company prefer to have the new stock subscribed by small investors rather 
than to sell an interest to a single large investor. 

The stock issue is limited, and so your opportunity Is, too. 

You will be wise to §end your application and first payment to-day. 



Now that you have read "The Law of Financial Success," I presume 
you are ready to make use of the principles explained therein, and to apply 
them in a very practical manner for the enlargement of your purse and 
the improvement of your bank account. 

You must realize that "it takes money to make money," and that the 
man who works with his hands and brain alone for wages or a salary will 
be a long time becoming financially independent. He must make the money 
he earns work for him if he wishes to acquire a competency. What we all 
desire is to lay aside money enough for "the day of opportunity" as well 
as a "rainy day." 

.Many good people have learned to apply the "knowing" part of the 
law extremely well, but fail when it comes to the "doing" part. This 
might happen to anyone, because few people have the time or energy to 
attend to their regular duties, and also that of investing their surplus 
money properly. 

The mission of this company is to help people to ap'ply the "doing" 
part of the Law, and to show them how to invest the money they possess 
where it will bring the largest possible returns. Our method protects the 
investor absolutely, and makes his investment as safe and as sound as any 
investment possibly could be. 



You will note by enclosed slip that we make a specialty of investments. 
We are prepared to offer municipal, railroad and corporation bonds of 
various kinds, yielding an income of from 3 1-4 to 6 1-2 per cent. Enclosed 
lists of bonds contain the securities that we have on hand at the present 
time. The large sheet describes some issues to which we have given special 
study and which seem particularly suited for personal and trust invest- 
ments; the Short Term Investments on the other sheet need no further 
description. 

Our facilities for investigation are at your service, and if you will 
indicate the general character and net return you desire, it will give us 
pleasure to make further offerings. The prices of all securities are lower 
than normal and the present seems an unusual opportunity to secure safe 
and attractive investments yielding a good income and likely to appreciate 
in market price. 



EFFECTIVE BUSINESS LETTERS. 163 

For investments of sums of less than 81,000 we will gladly suggest 
stocks of undoubted worth returning full rates of interest. 

When in Boston we shall be glad to have you call at the office. 



In answer to your valued inquiry, we recently sent you information 
regarding our 6 per cent. Gold Bonds and our extensive real estate holdings 
in Xew York City. Not having heard from you further, we arc sending 
you another pamphlet entitled "Some Questions Answered." This will 
doubtless make clearer to you the nature of our business, to which are 
directly due the exceptional advantages of our Bonds to investors and 
which no other business can equally assure. These advantages may be 
briefly summarized as: 

1. LIBERAL RETURN. The 6 per cent, interest is guaranteed, and 
is not merely a possibility. We have earned and paid this rate for more 
than eighteen years. 

2. ABSOLUTE SAFETY. Bondholders are protected by our entire 
assets, including capital and surplus. At the maturity of the Bonds they 
receive in full the money invested, the principal being guaranteed as well as 
the interest, or the Bonds may be surrendered for cash after two years, in 
accordance with their terms. 

We also enclose to you herewith a copy of our Eighteenth Annual 
Statement, in the belief that from your interest in this Company and its 
plan of investment, you will be glad to read the story these figures tell of 
continuing progress in its business. This showing of over $8,300,000 of 
assets, with capital and surplus of over $1,285,000, presents the evidence 
of its stability and constitutes an argument for the wisdom of its policy 
and soundness of its plan of investment more convincing than words. 

A guaranteed 6 per cent, investment is not easily obtained in these 
times of lowering interest rates. How and why our Bonds constitute such 
an investment is explained by the leaflet enclosed. Assuming from your 
inquiry that you are in the market for an investment, we trust that our 
Bonds may meet with your favorable consideration. In any case, we will 
appreciate a reply to this letter. 



The foregoing letters clearly illustrate the modern method of 
business correspondence for financial and investment institutions. 
While not perfect models in every ease, they .ire suggestive and 
ought to be helpful to every reader who is a" earnest student of 
tins subject. The idea in this chapter, as in all the preceding 
ones, lias been to provide food for thought and to help the reader 
to help himself. This is in conformity with the litest thought in 
educational circles and the practice in business life, where learn- 
ing by doing is the approved method. 

Used in this way, this volume oughl to be a practical aid to you 
in PUSHING YOUR BUSINESS. 



PUBLICATIONS FOR 
BANKERS. 



'pHE BANKERS PUBLISHING COMPANY is head- 
quarters for all books on banking, investment and 
business topics and will procure and forward at the regular 
price any book not mentioned in the following list : 

PRACTICAL BANKING. 

By Claudius B. Patten, late Cashier of the State National Bank of Boston. An octavo 
volume of 520 pages, cloth shies and buckram back £3.00 

A book of great value to every one engaged in the banking business or in any way in- 
terested in banks. Shows exactly how banks are conducted. Gives forms and clear instruc- 
tions. The complete title, "Methods and Machinery of Practical Banking," indicates the 
scope of the book. 

MODERN BANKING METHODS. 

By A. R. Barrett, C.P. A., formerly bank expert for United States Treasury Department 
and ban k e xaminer 8 4.00 

This book contains the latest and best information in regard to the organization and 
management of banks; 325 large octavo pages; over 200 improved facsimile forms of bank 
books, records and blanks tilled out to represent actual transactions, practical bank book- 
keeping— the work of every department fully explained and illustrated. 

THE BANKERS HANDY SERIES. 

I.- BANK DIRECTORS, THEIR POWERS. DUTIES AND LIABILITIES- 

By John J. Crawford, Author of the Uniform Negotiable Instruments Act. 
"I do not know of the matter being so conveniently offered in any other 
form." — Hon. Geo. E. Roberts, Pres. Commercial National Bank, Chicago. 

II.-HOW TO INCREASE THE BUSINESS OF A TRUST COMPANY. By 

Clay Herrick, of the Cleveland Trust Co. 

"His suggestions, if carefully followed, mean more business. He evi- 
dently speaks from experience." — A prominent trust company officer. 

III.— CREDIT CURRENCY. By Elmer H. Youngman, Editor of The Bankers Magazine. 
"You have done your countrymen a great service by writing this book." — 
Hon. Chas. N. Fowler. Chairman Committee on Banking and Currency, 
House of Representatives. 

Handsomely printed and bound in boards, 50 cents each. 



PUSHING YOUR BUSINESS. 

By T. D. MacGregor. A practical handbook on bank, trust company, bond, stock and real 
estate advertising by an expert. How to prepare booklets, prospectuses, letters, circulars, 
street-car cards, newspaper and magazine advertisements that will "pull." Valuable lists of 
talking points, a glossary of advertising terms, illustrations of good and poor advertising, 
methods of conductiug an advertising department, and details of compaign plans and approved 
methods for follow-up systems. In short, a summary of the best plans and ideas in financial 
publicity. 163 pages, illustrated, cloth bound $1.00 

THE BANKERS DIRECTORY. 

Revised to date, and issued twice a year. Per volume §4.00 

Contains lists of Banks and Bankers in the United States, Commercial and Banking 
Laws of each State, a list of reliable Bank Attorneys, towns having no Banks, with 
nearest Banking Points, Directors of National and State Banks in all the Principal Cities, 
list of Canadian Banks and Bankers, State and Territorial Maps, and many other features 
contained in no other work. Substantially bound in red cloth. Over 1500 pages, octavo. 
Marginal index. (§7.00 a year.) 

THE BANKERS MAGAZINE. 

In almost every field of activity there is one publication 
that stands pre-eminent in quality, influence and authoritative 
character editorially. 

In the banking and financial field that publication is The 
Bankers Magazine, the oldest and best banking and financial 
publication. Its departments include the following : 

EDITORIAL COMMENT. 

Full and unbiased treatment of monetary and banking topics of general interest to the 
banker and financial student. 
CONTRIBUTIONS 

By leading bankers and others dealing with matters directly or collaterally related to 
banking. 
BANKING AND COMMERCIAL LAW. 

The latest decisions of State and Federal courts; replies to law and banking questions, 
submitted by subscribers, by John J. Crawford, author of the Uniform Negotiable Instru- 
ments Act. 
PRACTICAL BANKING. 

Articles on all departments of bank work, contributed by active bank men ; illustrated 
with forms. 
TRUST COMPANIES AND SAVINGS BANKS. 

Special departments devoted to the interests of these institutions. 

BANKING PUBLICITY. 

A department giving the latest and best ideas for promoting business by advertising. 

Many other features arc regularly and specially embraced in the contents of The 
Bankers Magazine, making the publication of direct practical helpfulness to every banker. 
Officer or clerk in a bank, trust company or savings institution, as well as to investors and 
capitalists generally. 

Published monthly; subscription, S5 a year. Special Inducements to new subscribers. 

THE BANKERS PUBLISHING CO. 

90 William Street. New York. 



DEC 



LIBRARY OF CONGRESS « 1 

uwiiiiiniiiiwHiiwiiiiiiiDHiiu 

|0 021 JM8 464 4| 

























































































{i:jJHJj!jjijj$j 














iiJlJilJiilHljjl 









